近年來，隨著全球環保意識的提升，消費者也對綠色產品的關注逐漸增加，
這樣的現象促使了電動車市場的快速成長。 而許多國家更為了減少碳排放，已經
推出了相關的措施及補貼政策，以促進綠色交通工具的普及。例如，政府對購買
純電動車提供的購車補助、減稅優惠、免費或優惠的充電設施，以及對車主的免
稅或減免政策，均大幅降低了電動車的購買成本，提升了消費者的購買意圖。
雖然在 2021 年至 2024 年間，電動車銷售量大幅成長，並吸引許多國內車主
從傳統燃油車轉向電動車，然而根據交通部 112 年《自用小客車使用狀況調查
報告》顯示，消費者不願購置純電動車的主要考量依序為：充電設施不健全、單
次充電後續航力不足以及價格過高。這顯示在兼顧環保節能、實用性與價格的綜
合考量下，油電混合車反而成為多數消費者較青睞的選擇。
本研究旨在探討潛在消費者對純電動車的使用意圖。基於科技接受模型
（TAM），本研究結合感知有用性、感知易用性與永續態度，建構純電動車採用
意願之研究架構，並透過網路問卷蒐集台灣地區 477 份有效樣本，採用獨立樣
本 t 檢定及多元迴歸分析驗證研究假設。
研究結果顯示，感知有用性、感知易用性與永續態度皆對使用者態度及使用
意圖具有顯著正向影響 ，而使用者態度進一步顯著影響使用意圖。研究結論指出，
若能同時提升消費者對純電動車的有用性與易用性感受，並強化其永續態度， 將
能有效促進其採用意願。

In recent years, with the rise of global environmental awareness, consumers have increasingly paid attention to green products, driving the rapid growth of the electric vehicle (EV) market. To reduce carbon emissions and promote the adoption of green transportation, many governments have implemented measures and incentive programs, such as purchase subsidies, tax reductions, free or discounted charging facilities, and exemptions from certain vehicle taxes. These policies have significantly lowered the cost of purchasing EVs and enhanced consumers’ purchase intentions.
Although EV sales grew substantially from 2021 to 2024, attracting many domestic car owners to switch from traditional fuel vehicles, the 2023 Ministry of Transportation and Communications Survey on the Use of Private Passenger Cars revealed that the main reasons for not purchasing pure EVs are: insufficient charging infrastructure, limited driving range per charge, and high purchase prices. This indicates that, when considering environmental benefits, practicality, and cost, hybrid vehicles remain the preferred choice for many consumers.
This study aims to explore potential consumers intention to adopt pure EVs. Based on the Technology Acceptance Model (TAM), this research incorporates perceived usefulness, perceived ease of use, and sustainability attitude to construct a research framework for EV adoption intention. Using an online survey, 477 valid responses were collected in Taiwan, and the hypotheses were tested using independent-sample t-tests and multiple regression analysis.
The results show that perceived usefulness, perceived ease of use, and sustainability attitude all have significant positive effects on user attitude and usage intention, while user attitude further has a significant positive impact on usage intention. The findings suggest that enhancing consumers perception of the usefulness and ease of use of pure EVs, along with strengthening their sustainability attitude, can effectively promote adoption intention.

論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖次 vii
表次 viii
1.緒論 1
1.1研究背景與動機 1
1.2研究目的與問題 3
1.3本論文架構 4
2.文獻探討 5
2.1電動車款基本介紹 6
2.2純電車市場概況 7
2.3環保意識對於消費者的影響 12
2.4科技接受模型 14
2.5 應用科技接受模型TAM於電動車的文獻回顧 19
3.研究方法 21
3.1研究設計 21
3.2研究假設 23
3.3問卷設計 25
3.4研究變數之衡量問項 27
3.5資料蒐集與分析 32
4.資料分析結果 33
4.1樣本結構分析 33
4.2敘述性統計分析 36
4.3信效度分析 40
4.4相關分析 45
4.5迴歸分析與假說驗證 46
4.6 差異性分析 48
5.結論與建議 49
5.1研究結論 49
5.2研究貢獻 52
5.3研究限制與未來方向 53
參考文獻 54
附錄 研究問卷 59

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