全球能源轉型時代來臨，電動車儼然成為消費者通勤代步的新趨勢。在消費者環保意識提升的趨勢下，臺灣電動車市場迅速增長，2023年整體銷售量創下歷史新高。而儘管傳統燃油車目前仍瓜分大部分市占率，但電動車因其環保和經濟效用之優勢，逐漸被更多消費者接受，特別是在青壯年和高收入的客群。而在選擇購買電動車與否之因素中，為了檢測顧客價值是否起到關鍵性的作用，本研究依據文獻探討後彙整，使用三項顧客價值為解釋變數，分別為功能價值、社會價值與情緒價值，以量化統計方法檢驗三個變數與消費者購買電動車意願之間的關聯性，並導入綠色感知價值測試上述變數間的調節效果。
本研究採用問卷法搜集所需資料，共計回收282份有效樣本。以SPSS統計工具對資料進行分析，運用相關性分析與階層迴歸分析，本研究結果顯示：一、購買意願與功能價值之間有正向相關，且綠色感知價值之調節作用使此相關得以強化；二、社會價值對購買意願之影響雖為正向，但綠色感知價值並未顯著影響兩變數間之關係；三、情緒價值與購買意願之間的正相關性顯著，且綠色感知價值的調節作用相當程度地增強了相關性。
依據統計分析結論，本研究證實了顧客價值與電動車購買意願之間的正相關性。電動車品牌若能在經營策略中精準市場定位顧客價值構面，並以綠色感知價值強化企業永續訴求、綠能使用之願景，將能顯著提升顧客購買意願與市場競爭優勢。本研究末段亦提出學術與實務層面之建議，以期為爾後之電動車品牌或行銷領域之研究者鋪上扎實的基礎。

Amid the global shift toward sustainable energy, electric vehicles (EVs) have become a prominent choice for consumer transportation. With increasing environmental awareness, the EV market in Taiwan has seen rapid growth, reaching record-high sales in 2023. Although traditional fuel vehicles still dominate market share, EVs are gradually gaining acceptance due to their environmental and economic benefits, particularly among younger and higher-income consumers. To examine whether customer value plays a crucial role in the decision to purchase an EV, this study reviewed the literature and identified three dimensions of customer value—functional value, social value, and emotional value—as independent variables. Using quantitative statistical methods, this study tested the relationships between these three variables and consumers' purchase intention for EVs and introduced green perceived value to examine its moderating effects on these relationships.
The study employed a survey method to collect data, yielding 282 valid responses. Data analysis was performed using SPSS Statistics, incorporating correlation analysis and hierarchical regression analysis. The findings revealed the following:
1. There is a positive correlation between purchase intention and functional value, with green perceived value enhancing this relationship through its moderating effect.
2. Social value also positively impacts purchase intention; however, green perceived value does not significantly affect the relationship between these two variables.
3. A significant positive correlation exists between emotional value and purchase intention, and this correlation is substantially strengthened by the moderating effect of green perceived value.
Based on the statistical analysis, the study confirms a positive relationship between customer value and the purchase intention for EVs. EV brands that strategically align their operations with customer value dimensions and leverage green perceived value to reinforce their sustainability initiatives and green energy vision can significantly boost customer purchase intention and enhance their competitive advantage. The study concludes with academic and practical recommendations to provide a solid foundation for future research in EV branding or marketing fields.

論文審定書 i
誌 謝 ii
摘要 iii
Abstract iv
目 錄 v
圖 次 vii
表 次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 6
第四節 顧客價值 6
第五節 購買意願 8
第六節 綠色感知價值 10
第七節 假說建立 11
第三章 研究方法 14
第八節 研究架構 14
第九節 資料來源 15
第十節 變數定義 15
第十一節 統計分析方法 19
第四章 資料分析與研究結果 20
第十二節 敘述性統計分析 20
第十三節 信度分析 25
第十四節 相關性分析 31
第十五節 階層迴歸分析 34
第五章 結論與建議 41
第十六節 研究結論 41
第十七節 研究貢獻 42
第十八節 研究限制與建議 43
附錄 45
參考文獻 47

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