Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Moderating Effect of Government Support Policy between Eco- Friendly Vehicles Attributes and Consumer Purchasing Attitudes in Service Management Era

서비스경영시대의 친환경자동차 제품속성과 소비자 구매의도 간에서 정부지원정책의 조절효과에 관한 연구

  • Yim, Ki-Heung (Division of Service Management, Kwangju Women's University)
  • 임기흥 (광주여자대학교 서비스경영학과)
  • Received : 2018.11.07
  • Accepted : 2018.12.20
  • Published : 2018.12.28
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Abstract

The implication of this study is that the development and market participation of the next generation eco - friendly vehicles is accelerating, and consumers 'interest is increasing. Also, the product attributes of environment - friendly vehicles and the government's policy support for the next generation eco - friendly vehicles. The purpose of this study is to investigate the effect of purchasing behavior of eco-friendly vehicles on the product attributes of eco-friendly vehicles. Economic, image, functionality, and service convenience have positive effects on consumers' purchase intention. As a result of examining the moderating effect of the government support policy between the product attributes of environment - friendly vehicles and the purchase intentions of environment - friendly vehicles, the government or municipal government has no control effect such as vehicle price subsidy, vehicle tax subsidy, Carbon tax support to prevent emissions was found to have a moderating effect of supporting 10,000 won per ton, even if 5,000 won per ton was supported. This suggests that consumers who prefer to buy eco-friendly vehicles are more likely to have environmental factors.

본 연구의 시사점은 친환경 자동차의 제품속성 요인, 그리고 차세대 친환경 자동차에 대한 정부의 정책적 지원이 소비자의 구매 의도에 어떤 영향을 미치는지에 대해 국내 서울 친환경자동차 소비자에 대한 웹 설문 조사 통해 밝히고자하였다. 본 연구결과는 친환경자동차의 제품속성요인과 구매의도를 검증한 결과 친환경자동차의 제품속성요인인 경제성, 이미지, 기능성 및 서비스편의성이 소비자의 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 그리고 친환경자동차의 제품속성요인과 친환경자동차 구매의도간의 정부지원정책의 조절효과를 검증한 결과 정부나 지방자치단체의 차량가격보조금지원이나 자동차세지원, 연료세절감지원 등은 조절효과가 없는 반면 이산화탄소 방출을 방지하는 탄소세지원은 톤당 5,000원을 지원하건 톤당 10,000원을 지원하간 조절효과가 높은 것으로 나타났다. 이는 친환경자동차구매를 선호하는 소비자들이 사회적 가치를 추구하는 환경적 요인을 고려하면서 세제지원을 받는 것을 더 선호하는 것으로 나타나 정부나 지자체들은 단순히 차량보조금지원이나 연료세 지원보다는 탄소세지원을 적극 검토할 필요가 있는 것으로 나타났다.

Keywords

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Fig. 1. Changing paradigm of echo-friendly Vehicle market

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Fig. 3. Research Model

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Fig. 2. Echo-friendly Vehicles World Forecast

Table 1. Types of echo-friendly Vehicle on currently the market

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Table 2. Domestic Eco-Friendly Vehicle Supply Plan

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Table 3. Result of reliability and factor analysis as to components

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Table 4. The Influence of Characteristics of Eco-Friendly Vehicle on Consumer Purchasing Behavior

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Table 5. Reanalysis by step selection method

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Table 6. Adjustment of Fuel tax relief between eco-friendly vehicle selection attribute and purchase intention.

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Table 7. Adjustment of Car tax support between eco-friendly vehicle selection attribute and purchase intention.

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Table 8. Supports 5,000 won per ton of carbon taxes between eco-friendly vehicle selection attribute and purchase intention.

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Table 9. Supports 10,000 won per ton of carbon taxes between eco-friendly vehicle selection attribute and purchase intention.

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Table 10. Adjustment of vehicle price subsidy between eco-friendly vehicle selection attribute and purchase intention

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Table 11. Hypothesis test result

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