[논문]친환경 자동차의 수용에 영향을 미치는 요인에 관한 탐색

노민정; 이한석

doi:10.5392/jkca.2018.18.07.375

친환경 자동차의 수용에 영향을 미치는 요인에 관한 탐색
Exploring the Factors Affecting the Adoption of Environmentally Friendly Vehicles 원문보기

한국콘텐츠학회논문지 = The Journal of the Korea Contents Association, v.18 no.7, 2018년, pp.375 - 387

노민정 (경희대학교 경영대학 빅데이터 연구센터) , 이한석 (상명대학교 글로벌경영학과)

초록
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본 연구는 친환경 자동차의 조기 수용을 유도하는 요인들에 대해 조사하고 있다. 미국, 독일, 그리고 일본의 3개국 자동차 소유자들을 대상으로 설문조사를 실시하였으며, 친환경 자동차의 조기 수용에 영향을 미치는 요인들을 정서적, 인지적, 행동적 요인들로 구분하여 살펴보았다. 실증 결과, 정서적 및 인지적 요소들은 조기 수용에 상당히 유의한 영향을 미치고 있었으며, 행동적 요인 또한 자동차 사용 맥락과 관련해 유의한 영향을 미치고 있음을 확인할 수 있었다. 즉, 환경 중심적 가치관과 녹색기술에 대한 지식 정도가 증대될수록 친환경자동차의 조기 수용의사는 증진되는 것으로 밝혀졌으며, 행동적 요인 차원에서는 자동차를 통근(vs. 여행) 등의 정규적, 실용적 (vs. 쾌락적) 목적으로 사용하는 비중이 커질수록 친환경자동차에 대한 조기수용의사가 고양되는 것으로 밝혀졌다. 이러한 일련의 결과는 친환경자동차의 조기수용을 독려하려면 소비자 개인의 자동차 사용 맥락 및 국가별 차이를 충분히 고려하여야 함을 보여주는 것이라고 할 수 있다.

Abstract ▼ AI-Helper

This study investigates the factors that induce the early adoption of environmentally friendly vehicles. We measure the affective, cognitive, and behavioral factors influencing the early adoption intentions of car owners in three countries (the US, Germany, and Japan). We find that affective and cognitive factors are significant, but behavioral factors are only partially significant. Specifically, eco-centric values and knowledge about green technology are significant in explaining early adoption intent. However, of the behavioral factors, usage context is significant, whereas commute distance is not significant in explaining early adoption intent. Finally, between-country differences indicate that any policy to increase the adoption of environmentally friendly vehicles should be fine-tuned for each country.

주제어

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문제 정의

Faced with these two opposing influences of driving distance, this study explores the antecedents of consumer range anxiety. We predict that the absolute driving distance is not the critical factor driving range anxiety.
Considering that purchase decision making processes could be divided into (1)long-term process and (2)short-term process, individual environmentally-friendly value beliefs should have a critical impact on deciding whether to accept an environmentally-friendly vehicle as a candidate for a consideration set long before the purchase is imminent, whereas economic factors such price will have a significant impact on whether to choose environmentally friendly vehicles over conventional gasoline vehicles once after the consideration set is determined to include both vehicle types. In this vein, this study sheds more light on the individual adoption of environmentally friendly vehicles from the long term perspective by focusing more on individual environment-related value beliefs than on price. Nonetheless, as economic factors such as a price are known to have a significant impact on short-term decisions that are imminent for purchasing, future studies could trace how consumers find a balance between their support for environmental causes and price premium to be paid by incorporating both factors in their research models.
Moreover, this study shows that knowledge of EFVs rather than knowledge of general environmental issues exerts stronger effects on the individual adoption of EFVs. This finding provides insights for managers and policymakers who wish to develop more persuasive promotional strategies.
This study examines the affective, cognitive, and behavioral factors affecting the intention to be an early adopter of environmentally friendly vehicles (EFVs). It categorizes the independent variables into affective, cognitive, and behavioral types.

가설 설정

Faced with these two opposing influences of driving distance, this study explores the antecedents of consumer range anxiety. We predict that the absolute driving distance is not the critical factor driving range anxiety. Rather, it is the predictability of the driving distance that has the most significant influence on range anxiety.

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