심리적 환경요인이 전기차 수용에 미치는 영향: 확장된 계획행동이론의 적용 = Effects of Psychological Environment Factors on Electric Vehicle Adoption: Application of Expanded Theory of Planned Behavior

다국어 초록 (Multilingual Abstract)

As Environmental problems are getting worse, a variety of eco-friendly vehicles have been developed and attracted consumer’s attention. Consumers are particularly interested in electric vehicle(EV) since it does not have any pollutant emissions. Compared to existing internal combustion engine vehicles, the competitiveness of electric vehicles is eco-friendly. However, many people still feel that there are some inconveniences and uncertainties about electric vehicles. Therefore, rather than blindly emphasizing only the eco-friendliness of electric cars, companies need to understand consumer’s environmental psychological factors or motives that may affect the adoption of EV. The purpose of this study is to examine the role of consumers’ psychological environment factors(green self- identity, environmental knowledge, green trust) in order to predict the adoption of EV. The systematic relationship between these factors was analyzed by adding individual moral norms to Ajzen’s Theory of Planned Behavior(TPB). PLS structural equation model was applied and the collected data were analyzed using SmartPLS 3.0 and IBM SPSS 22. The results of this study showed that the TPB model was very effective in predicting the adoption of EV. However some results of hypothesis testing are in contradiction with previous research findings. The added individual’s moral norms have no effect on the intention of the electric car adoption, and the knowledge of the environment is not significant for all preceding variables of intention. On the other hand, consumers with green self-identity have significant effects on the preceding variables of intention, and green trust was found to have a significant effect on all the preceding variables of intention except perceived behavior control. These findings provide useful implications for the activation of the electric vehicles market.

참고문헌 (Reference)

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