Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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Understanding Electric Vehicle Consumer in Korea Market Based Upon User and Prospective Survey

국내 전기자동차 수요층 분석: 초기 구매자와 일반 소비자 조사를 토대로

  • Park, Jiyoung (Integrated transport division, The Korea Transport Institute) ;
  • Kim, Haegon (Industrial revolution transport division, The Korea Transport Institute) ;
  • Kim, Chansung (Strategic innovative division, The Korea Transport Institute)
  • 박지영 (한국교통연구원 종합교통연구본부) ;
  • 김해곤 (4차산업혁명교통연구본부) ;
  • 김찬성 (한국교통연구원 전략혁신기획단)
  • Received : 2019.03.26
  • Accepted : 2019.06.20
  • Published : 2019.06.28
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Abstract

This study aims at understanding the fundamental characteristics of EV consumer based upon user survey and understanding the challenges to promote EV adoption in Korea. Data are obtained from two different surveys. One asked 304 EV buyers in Korea and another asked 905 prospective customer about EV awareness and perception, EV purchase intention, and etc. Analysis is composed of two parts; one is about the general characteristics and purchase intention of general consumers; another is about the intent to repurchase EV owners. We discuss the policy implications to expand EV demand in Korean market based on two purchase and repurchase logit models.

본 연구는 국내 시장에서 전기자동차 실구매자와 일반 소비자들을 대상으로 한 조사결과를 토대로 아직 체계적으로 탐색된 바 없는 국내 전기자동차 수요층의 주요 특징을 분석하였다. 대부분의 문헌에서는 두 가지 자료중 하나만 사용된 반면, 본 연구는 두 가지 자료가 동시에 사용되었는데, 일반소비자로부터 구매의향조사를 수행하여 시장예측을 하며, 전기차이용자로부터는 향후 재구매의향을 파악하여 전기차 시장의 지속가능성을 파악하기 위함이었다. 분석결과 일반소비자들의 전기차 구매의향은 비교적 높고, 전기차 이용자들의 재구매의향은 매우 높은 것으로 나타났다. 반면, 일반소비자의 경우 정부의 보조금이 구매의향에 중요한 변수로 작용하였으나, 전기차이용자의 향후 재구매의향에 미치는 영향은 적은 것으로 나타났다. 두 가지 자료로부터 추정된 모형결과로부터 우리나라에 적합한 정책적 시사점을 제시하였다.

Keywords

Table 1. Expected policy based on findings

OHHGBW_2019_v10n6_191_t0001.png 이미지

Table 2. Survey questionnaire of general EV customer

OHHGBW_2019_v10n6_191_t0002.png 이미지

Table 3. Survey questionnaire of EV owners

OHHGBW_2019_v10n6_191_t0003.png 이미지

Table 4. Variable descriptions of EV prospective customers

OHHGBW_2019_v10n6_191_t0004.png 이미지

Table 5. Factor analysis of EV prospective customers

OHHGBW_2019_v10n6_191_t0005.png 이미지

Table 6. Purchase intention logit estimation result of EV prospective customers

OHHGBW_2019_v10n6_191_t0006.png 이미지

Table 7. Variable descriptions of EV owners

OHHGBW_2019_v10n6_191_t0007.png 이미지

Table 8. Factor analysis of EV owners

OHHGBW_2019_v10n6_191_t0008.png 이미지

Table 9. Repurchase intention logit estimation result of EV owners

OHHGBW_2019_v10n6_191_t0009.png 이미지

Table 10. Government policy based on findings

OHHGBW_2019_v10n6_191_t0010.png 이미지

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