DOI QR코드

DOI QR Code

전기차에 대한 지각된 경제적 가치 및 개인적 특성이 구매의도에 미치는 영향에 관한 연구 -전기차 특구지역인 제주지역 주민을 대상으로-

The Impact of Perceived Economic Value and Personal Characteristics on Electric Vehicle Purchase Intention - For residents of Jeju as a special district for electric vehicles -

  • 투고 : 2018.10.25
  • 심사 : 2020.02.20
  • 발행 : 2020.02.28

초록

환경에 대한 대중의 관심과 더불어 정부 정책 차원에서 전기차에 대한 지원 사업 확대로 전기차에 시장이 점차 커지고 있다. 본 연구는 국내 대표적인 전기차 특구지역인 제주지역민 2,332명을 대상으로 설문조사를 통해 전기차에 대한 자동차의 총보유비용 측면에서 지각된 가치가 높을수록 전기차 구매의향이 높았으며, 개인적 특성인 혁신수용성, 사전지식 및 지역 애착도의 수준이 높을수록 전기차 구매의향이 높은 것으로 나타났다. 많은 선행 연구에서 경제적 가치를 주로 가격으로 간주하고 연구가 이루어진 반면, 본 연구는 경제적 가치를 총보유비용 관점에서 접근하여 기존 연구와 차별점화된 결과를 도출하였다. 또한 마케팅 실무자들은 전기차 구매의향을 높이기 위한 전략적 방안으로 전기차에 대한 경제성을 단순히 구매가격이 아닌 전체적인 총비용관점으로 고객들이 경제적 가치를 판단할 수 있도록 가격프레이밍을 제안할 수 있다는 점에서 실무적 공헌점도 찾아볼 수 있다. 또한 제주 이외에 여러 지역에서도 동일 연구를 수행하여 연구 결과를 일반화 할 수 있도록 해야 할 것이다.

The market for electric vehicles is growing due to the public's interest in the environment and the expansion of electric vehicle support projects in terms of government policy. This study surveyed 2,332 people in Jeju, one of the nation's representative areas of electric vehicles, and the higher the perceived value in terms of the total cost of automobile ownership for electric vehicles, the higher the intention to purchase electric vehicles. The higher the level of knowledge and attachment, the higher the intention to purchase electric vehicles. While many previous studies considered economic value mainly as price, the study was conducted to approach economic value in terms of total cost of ownership. Marketing practitioners also look for practical contributions in that they can propose price framing so that customers can judge the economic value of the electric vehicle as a strategic way to increase the intention to purchase the electric vehicle, rather than just the purchase price. can see. In addition, the same research should be conducted in various regions besides Jeju, so that the research results can be generalized.

키워드

참고문헌

  1. T. Randall. (2017). Here's How Electric Cars Will Cause the Next Oil Crisis. Bloomberg. [Online]. https://www.bloomberg.com/
  2. D. Hall, H. Cui & N. Lutsey (2017). Electric Vehicle Capitals of the World: What Markets are Leading the Transition to Electric?. Berlin. ICCT :https://www.theicct.org
  3. S. M Knupfer, R. Hensley, P. Hertzke, & P. Schaufuss (2017). Electrifying Insights: How Automakers Can Drive Electrified Vehicle Sales and profitability. Mckinsey & Company
  4. Li, Jing (2017). Compatibility and Investment in the US Electric Vehicle Market, Working Paper, MIT, Boston.
  5. T. Bunsen, P. Cazzola, M. Gorner, L. Paoli, S. Scheffer, R. Schuitmaker, J. Tattini & J. Teter. (2018). Global EV Outlook 2018, Paris, Interntional Energy Agency
  6. Asia-Pacific Economic Cooperation. (2017). The Impact of Government Policy on Promoting New Energy Vehicle(NEVs), Beijing,
  7. R. Sprague. (2015). An Analysis of Current Battery Technology and Electric Vehicles. The Journal of Undergraduate Research, 5(1), 70-75.
  8. D. Berjoza & I. Jurgena (2017). Effects of Change in the Weight of Electric Vehicles on Their Performance Characteristics. Agronomy Research, 15(S1), 952-963.
  9. F. Un-Noor, S. Padmanaban, L. Mihet-Popa, M. N. Mollah & E. Hossain. (2017). A Comprehensive Study of Key Electric Vehicle (EV) Components, Technologies, Challenges, Impacts, and Future Direction of Development. Energies 10(8), 1217. https://doi.org/10.3390/en10081217
  10. C. Buckl, A. Camek, G. Kainz, C ,Simon, L. Mercep, H. Stahle & A. Knoll (2012). The Software Car: Building ICT Architectures for Future Electric Vehicles. 2012 IEEE. DOI: 10.1109/IEVC.2012.6183198
  11. Jeju Development Institute (2018.10). Jeju Special Self-Governing Province Monthly Electric Vehicle Trends and Statistics Report (October). Electric Vehicle Policy Research Center.
  12. Ministry of Environment. (2017). Help electric car users manage public charging stations. https://t.co/OioxGHigbY
  13. V. Zeithaml (1988), Consumer Perceptions of Price, Quality, and Value: a means-end Model and Synthesis of Evidence. The Journal of Marketing, 2-22.
  14. G. Haddadian, M. Khodayar & M. Shahidehpour (2015). Accelerating the Global Adoption of Electric Vehicles: Barriers and Drivers. The Electricity Journal, 28(1), 53-68.
  15. J. Hagman, S. Ritzén, J. J. Stier & Y. Susilo (2016). Total Cost of Ownership and its Potential Implications for Battery Electric Vehicle Diffusion. Research in Transportation Business & Management, 18(Mar), 11-17. https://doi.org/10.1016/j.rtbm.2016.01.003
  16. P. Z. Lévay, Y. Drossinos & C. Thiel (2017). The Effect of Fiscal Incentives on Market Penetration of Electric Vehicles: A Pairwise Comparison of Total Cost of Ownership. Energy Policy, 105(February), 524-533. https://doi.org/10.1016/j.enpol.2017.02.054
  17. A. F. Jensen, E. Cherchi & S. L. Mabit. (2013). On the Stability of Preferences and Attitudes Before and After Experiencing an Electric Vehicle. Transportation Research Part D, 25, 24-32. https://doi.org/10.1016/j.trd.2013.07.006
  18. M. K. Hidrue, G. R. Parsons, W. Kempton & M. P. Gardner (2011). Willingness to Pay for Electric Vehicles and Their Attributes. Resource and Energy Economics, 33(Sep), 686-705. https://doi.org/10.1016/j.reseneeco.2011.02.002
  19. W. Li, R. Long, H. Chen & J. Geng (2017). A Review of Factors Influencing Consumer Intentions to Adopt Battery Electric Vehicles. Renewable and Sustainable Energy Reviews, 78(3), 318-328. https://doi.org/10.1016/j.rser.2017.04.076
  20. V. Mahajan ,E. Muller & R. K. Srivastava. (1990). Determination of Adopter Categories by Using Innovation Diffusion Models, Journal of Marketing Research, 27(Feb), 37-50. https://doi.org/10.2307/3172549
  21. E. M. Rogers. (1983). Diffusion of innovations (3rd ed.). New York: Free Press.
  22. E. M. Rogers (2003). Diffusion of innovations (5th ed.). New York: Free Press.
  23. J. K. Bae. (2018). A Study on the Determinant Factors of Innovation Resistance and Innovation Acceptance on Internet Primary Bank Services : Combining the Theories of Innovation Diffusion and Innovation Resistance. The e-Business Studies, 19(2), 91-104. https://doi.org/10.20462/tebs.2018.4.19.2.91
  24. Y. C. Ou & J. H. Cho. (2017). A Study on the Satisfaction and Continuance Usage Intention of Netflix - Cross-National Comparisons of Korean and Taiwanese Users -. Korean Journal of Journalism & Communication Studies, 61(5), 341-375. https://doi.org/10.20879/kjjcs.2017.61.5.011
  25. E. Figenbaum, M. Kolbenstvedt & B. Elvebakk. (2014). Electric Vehicles - Environmental, Economic and Practical Aspects. As Seen by Current and Potential Users. Institute of Transport Economics, Oslo.
  26. D. Y. Kong & X. H. Bi. (2014). Impact of Social Network and Business Model on Innovation Diffusion of Electric Vehicles in China. Mathematical Problems In Engineering, 1-7.
  27. Y. H. Jung, G. Kim & C. C. Lee. (2015). Factors Influencing User Satisfaction and Continuous Usage Intention on Mobile Credit Card : Based on Innovation Diffusion Theory and Post Acceptance Model. The Jounal of Society for e-Business Studies, 20(3), 11-28. https://doi.org/10.7838/jsebs.2015.20.3.011
  28. R. Agarwal & J. Prasad. (1998). A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology. Information Systems Research, 9(2), 204-224. https://doi.org/10.1287/isre.9.2.204
  29. H. Xu & S. Gupta. (2009). The Effects of Privacy Concerns and Personal Innovativeness on Potential and Experienced Customers' Adoption of Location-Based Services. Electronic Markets, 19(2), 137-149. https://doi.org/10.1007/s12525-009-0012-4
  30. S. B. Kang & M. H. Chae. (2011). A Study on the Perceived Value and Adoption Behavior of the Smartphone Application. The Journal of Internet Electronic Commerce Resarch, 11(4), 187-208.
  31. J. H. Han, S. B. Kang & T. S. Moon. (2013). An Empirical Study on Perceived Value and Continuous Intention to Use of Smart Phone, and the Moderating Effect of Personal Innovativeness. Asia Pacific Journal of Information Systems, 23(4), 53-84. https://doi.org/10.14329/apjis.2013.23.4.053
  32. S. Gupta & H-W. Kim (2014). The Moderating Effect of Transaction Experience on the Decision Calculus in On-Line Repurchase. International Journal of Electronic Commerce, 12(1), 127-158. https://doi.org/10.2753/JEC1086-4415120105
  33. H. S. Cheon & N. D. Bui. (2011). The Effects of Innovation Resistance, Prior Knowledge and Advertising Appeal on Attitude toward Advertising and Purchase Intention. Korean Journal of Consumer and Advertising Psychology, 12(1), 71-99. https://doi.org/10.21074/kjlcap.2011.12.1.71
  34. K. B. Murray. (1991). A Test of Service Marketing Theory: Consumer Information Acquisition Activities. The Journal of Marketing, 55(1), 10-25. https://doi.org/10.2307/1252200
  35. M. Brucks. (1985). The Effect of Product Class Knowledge in Information Search Behavior. Journal of Consumer Research, 12(Jun), 1-16. https://doi.org/10.1086/209031
  36. R .B. James & C. W. Park. (1980). Effects of Prior Knowledge and Experience and Please of the Choice Process on Consumer Decision Processes: A Protocol Analysis. The Journal of Consumer Research, 7(3), 234-248. https://doi.org/10.1086/208812
  37. J. E. Urbany, P. R. Dickson & W. L. Wilkie. (1989). Buyer Uncertainty and Information Search. Journal of Consumer Research, 16(2), 208-215. https://doi.org/10.1086/209209
  38. J. W. Alba & J. W. Hutchinson. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(4), 411-454. https://doi.org/10.1086/209080
  39. M. Bruck. (1985). The Effect of Product Class Knowledge in Information Search Behavior. Journal of Consumer Research, 12(Jun), 1-16. https://doi.org/10.1086/209031
  40. E. Johnson & J. E. Russo. (1984). Product Familiarity and Learning New Information.
  41. J. H. Kim. (2001). A Study on the Development Strategy of Reginal Tourism Development in the Localization Era - Focused on Andong City Case. Master's Thesis, Hanyang University Graduate School.
  42. J. R. Gusfield. (1981). Social Movements and Social Change: Perspectives of Linearity and Fluidity. in Research in Social Movements, Conflict, and Change, edited by Louis Kreisgerg, vol.3, Creenwichm Conn.: JAI Press.
  43. M. Castells. (1976). Theoretical Propositions for an Experimental Study of Urban Social Movements. in Pickvance, C.G. (ed.) Urban Sociology: Critical Essays, Tavistock Publications, London, 147-173.
  44. C. C. Lee & L. Allen. (1999). Understanding Individuals' Attachment to Selected Destination: An Application of Place Attachment. Tourism Analysis, 4(3-4), 173-185.
  45. K. Bricker & D. Kerstetter. (2000). Level of Specialization and Place Attachment. An Exploratory Study of Whitewater Recreationists. Leisure Sciences, 22(4), 233-257. https://doi.org/10.1080/01490409950202285
  46. C. Warzecha & D. Lime. (2001). Place attachment in Canyonlands National Park: Visitors' Assessment of Setting Attributes on the Colorado and Green Rivers. Journal of Park & Recreation Administration, 19(1), 59-78.
  47. S. F. McCool & S. R. Martin. (1994). Community Attachment and Attitude Toward Tourism Development. Journal of Travel Research, 1(Jan), 29-34.
  48. D. Stokols & S. A. Shumaker. (1981). People in Places: A Transactional View of Settings. in J.H. Harvey (ed.): "Cognition, Social behavior, and the Environment"; (pp.441-488). Erlbaum, Hillsdale, N.J.
  49. N. S. Altman. (1992). An Introduction to Kernel and Nearest-Neighbor Nonparametric Regression, The American Statistician, 46(Feb), 175-185. https://doi.org/10.2307/2685209
  50. S. D. Choi & S. K. Kang. (2002). Research Articles : The Measurement of Residents' Community Attachment in Tourist Destination. Journal of Tourism Sciences, 26(1), 103-117.
  51. J. H. Yun & H. B. Lee. (2008). The impact of Community Attachment on the Residents' attitudes toward tourism development. Journal of Tourism Management Research, 35(0), 76-102.
  52. S. G. Kang. (2001). The Effect of Community Attachment on Attitude to Tourism Development. Ph.D. Thesis, Hanyang University Graduate School. Seoul.
  53. C. S. Kim, J. Y. Park & H. G. Kim (2019). Understanding Electric Vehicle Consumer in Korea Market Based Upon User and Prospective Survey. Journal of the Korean Society for Convergence, 10(6), 191-201.