[논문]서비스 경영에 있어서 친환경 자동차 구매 행동에 미치는 소비자 특성의 영향에 관한 연구

임기흥; 박천규

doi:10.14400/jdc.2019.17.5.179

서비스 경영에 있어서 친환경 자동차 구매 행동에 미치는 소비자 특성의 영향에 관한 연구
A Study on the Influence of Consumer Characteristics on Purchasing Behavior of Eco-Friendly Vehicles in Service Management 원문보기

디지털융복합연구 = Journal of digital convergence, v.17 no.5, 2019년, pp.179 - 189

임기흥 (광주여자대학교 서비스경영학과) , 박천규 (광주여자대학교 서비스경영학과)

초록
AI-Helper

최근 몇 년 동안 차세대 친환경 자동차의 주요 제조업체의 개발 및 시장 참여가 가속화되고 있으며, 소비자 관심도 증가했다. 본 연구는 차세대 친환경 자동차의 소비자 특성, 소비 유형, 정부 정책 등에 중점을 두어 연구하였다. 본 연구의 결과로 소비자 유형 (가격 가치 추구 유형, 개인 가치 추구 유형, 소비자 사이의 유의 한 차이는 없음)과 소비자의 특성 (성별, 연령, 월평균 소득)와 구매 의도는 연령, 성별, 월평균 소득에 따라 유의 한 차이가 없었으나 소비자의 유형에 따라 구매 의도가 유의미한 차이를 보였으며 디자인브랜드, 색상, 이미지는 친환경 자동차에 긍정적 (+)의 영향을 미치는 것으로 나타났다. 이는 최근 차세대 친환경 자동차의 개발 및 시장 참여가 가속화되고 소비자의 관심이 증대되고 있음을 시사하며, 친환경 차량의 특성 및 정부의 정책적 지원이 중요한 요소임을 알 수 있다.

Abstract ▼ AI-Helper

The market participation and development of major manufacturers of next-generation green vehicles is accelerating in recent years. The results of this study are as follows: Consumer type (personal value pursuit type, price value pursuit type) was significant difference between consumer. The results of this study were as follows: First, there was no significant difference in the characteristics of consumers (gender, age, monthly average income) and purchase intention according to age, gender and monthly average income, Image has a positive (+) impact on eco-friendly vehicles. This suggests that the development and market participation of next - generation green vehicles is accelerating and consumers 'interest is increasing, and the characteristics of environment - friendly vehicles and the government' s policy support are important factors.

주제어

표/그림 (12)

표 Table 1. Types of echo-friendly Vehicles on currently the market
표 Table 2. Consumer types analyzed by Robert Settle.
그림 Fig. 1. Research Model
표 Table 3. Demographic characteristics of the respondents
표 Table 4. Result of reliability analysis as to components
표 Table 5. Result of confirmatory factor analysis of measured items
표 Table 6. The Impact of Demographic Characteristics on the Ownership of Eco-Friendly Vehicles and Purchase Intentions
표 Table 7. The Influence of Characteristics of Eco-Friendly Vehicles on Consumer Purchasing Behavior
표 Table 8. Reanalysis by step selection method
표 Table 9. Impact on Purchase Intention by Consumer Type
표 Table 10. Impact of government incentives on purchase intentions by consumer type
표 Table 11. Hypothesis test result

AI 본문요약
AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

In this study, we set up the following hypotheses considering the characteristics of consumers, the characteristics of environment - friendly vehicles, and the policy support of the government through consumer researches.
The implication of this study is that the development and market participation of the next generation eco - friendly vehicles is accelerating and the interest of consumers is increasing. Among the characteristics of consumers, characteristics of environment - friendly vehicles, and the government 's policy support for next -generation eco - friendly vehicles.
The purpose of this study is to investigate the characteristics of consumers, the characteristics of next - generation eco - friendly vehicles, and the effects of policy measures on next generation eco - friendly vehicles. The research model based on existing literature studies is shown in Fig.
Under these circumstances, consumers are not yet fully informed about when and how they would like to buy next-generation green vehicles. This study is a web survey on how purchasing behaviors change according to the price, performance, related infrastructure, and policy conditions of the next generation eco-friendly vehicles to consumers in Seoul, Based on the following. The results of this study are intended to provide implications for academic and related industries and policies on the future direction of domestic next - generation eco - friendly vehicle.

가설 설정

In this study, eco-friendly vehicles were defined as vehicles that were introduced to the market as vehicles that would be the ultimate direction of future vehicles as pollution-free vehicles, such as hydrogen-fueled vehicles in Table 1 [1].

제안 방법

The results of this study are as follows., We will determine which domestic consumer will be the ultimate next-generation eco-friendly vehicles, whether the plug-in hybrid vehicles will become the next generation eco-friendly vehicles equivalent to electric vehicles and hydrogen vehicles in this study, The study were also analyzed. and also examines how the strengthening of low-carbon policy (such as subsidy-supported carbon tax) effect on consumers' purchasing patterns, and how such technological factors ,policy factors, electricity and hydrogen stations effect on the purchasing behavior.
Based on this study, this study examines the effects of consumers' characteristics(by sex, age, income) and consumer types(price value seeking type, individual value seeking type, and social environment value seeking type)The results are summarized as follows.
And Gerald Häubl (1996) investigated the effect of country of brand name and origin on new vehicle evaluation. In his research, three items were used to evaluate the image of a car: passenger safety, reliability, completeness, and quality, and three items such as attractiveness, visibility, and smoothness of the car were used for appearance evaluation. The characteristics were evaluated on 6 points scale of 3 items such as car navigation, excellent, pleasure, and benevolence [6].
Reliability analysis and Factor analysis were conducted to confirm the validity of the questionnaire configuration items In order to test the hypothesis on the relationship between consumer characteristics and consumers' purchase behavior, characteristics of eco-friendly vehicles and purchasing behavior, government policy support by consumers, and eco-friendly vehicles purchase behavior at the stage of hypothesis testing(T test, F test) and multiple regression analysis.
The analysis method used in this study was frequency analysis to identify the demographic characteristics. Reliability analysis and Factor analysis were conducted to confirm the validity of the questionnaire configuration items In order to test the hypothesis on the relationship between consumer characteristics and consumers' purchase behavior, characteristics of eco-friendly vehicles and purchasing behavior, government policy support by consumers, and eco-friendly vehicles purchase behavior at the stage of hypothesis testing(T test, F test) and multiple regression analysis.
In his research, three items were used to evaluate the image of a car: passenger safety, reliability, completeness, and quality, and three items such as attractiveness, visibility, and smoothness of the car were used for appearance evaluation. The characteristics were evaluated on 6 points scale of 3 items such as car navigation, excellent, pleasure, and benevolence [6].
The purpose of this study is to investigate the effect of consumer type on the characteristics of eco - friendly vehicles selection attributes and consumer purchase behavior and the effect of government 's policy support on purchasing behavior.
and also examines how the strengthening of low-carbon policy (such as subsidy-supported carbon tax) effect on consumers' purchasing patterns, and how such technological factors ,policy factors, electricity and hydrogen stations effect on the purchasing behavior.

대상 데이터

For the purpose of empirical analysis, we conducted a web survey on consumers in Seoul and collected 200 copies of each questionnaire respondent.
We investigated more samples than the actual number of samples and excluded the groups whose response time was too short in Table 3 shows the frequency characteristics of the respondents who were included in the analysis, and the frequency characteristics of the sample were as follows. For this study, 200 valid questionnaires were collected and analyzed.

성능/효과

As a result of this study, it was found that the characteristics of consumers (by age, sex, monthly average income), types of consumers (pursuit type, individual value pursuit type price value ). There was no significant difference between consumers , and the purchasing intention was not significantly different by age, monthly income, and gender ,but there was a significant difference in purchase intention according to the type of consumer.
First, consumers' characteristics(by sex, age, monthly income), consumer type(price value pursuit type ,personal value pursuit type, socio economic value pursuit type) and owner ship of environmentally friendly vehicles are analyzed by gender, age, There was no significant difference in the purchase intention by gender, age, and monthly income but there was a significant difference in purchase intention according to consumer type.
First, the population is not surveyed the consumers of eco-friendly vehicles in all regions of the country, but it is limited to the consumers who live in Seoul and the possibility of generalization of the research results is lowered.
Second, it was found that the characteristics of eco - friendly vehicles affects positively (+) influence on consumer purchase behavior. As a result, the image of brand, color, design, etc.
As a result of this study, it was found that the characteristics of consumers (by age, sex, monthly average income), types of consumers (pursuit type, individual value pursuit type price value ). There was no significant difference between consumers , and the purchasing intention was not significantly different by age, monthly income, and gender ,but there was a significant difference in purchase intention according to the type of consumer. The positive effects of consumer purchase behavior on design , color ,brand image etc.
Third, as the result of verifying that the government 's policy support for eco - friendly vehicles will have a positive impact on eco - friendly vehicles purchasing behavior, it is found that the socio - environmental value - seeking type has a significant relationship with purchase intention.

후속연구

In the future research, based on the results of this study, if an extension study is conducted to examine the relationship between consumer characteristics of eco-friendly vehicles choice factors and consumer purchasing behavior and the relationship between government policy support and purchase behavior. It is possible to more systematically identify the relationship between subjective norms, consumers' product attitudes and purchase intentions for vehicles.
This study is a web survey on how purchasing behaviors change according to the price, performance, related infrastructure, and policy conditions of the next generation eco-friendly vehicles to consumers in Seoul, Based on the following. The results of this study are intended to provide implications for academic and related industries and policies on the future direction of domestic next - generation eco - friendly vehicle.

참고문헌 (20)

E. M. Yang. (2013). The Effect of Environment-Friendly Product Attributes on the Intention to Purchase Eco-Friendly vehicles with Variables to Control Well-being Lifestyle, Kyung Hee University Graduate School, Master's Thesis, pp.4-5.
Ministry of Commerce, Industry and Energy.(2015.12), Third Plan for Environmentally Friendly Automobile Development and Distribution.
K. Horney. (2015). Consumer Psychology, Bourgle Books, pp.1-304.
R. B. Settle. (2014). Consumer Psychology, Sejong Book, pp.1-10.
D. A. Aaker. (1992), Managing brand equity: Capitalizing on the valueof a brand name, Journal of marketing, 56(2), 125-128.

상세보기
G. Haubl. (1996). A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car, International Marketing Review.
K. J. Keller., (1993), Conceptualizing, measuring and managing customer based brand equity, Journal of Marketing, 57(1), 1-22.

상세보기
P. Kotler. (2009). Marketing Management, Person higher Ed.,
T. Clark. (1990). International marketing and national character:A review and proposal for and integrative theory, Journal of Marketing, 54(Oct), 66-79.

상세보기
R. Ozaki & K. Sevastyanova. (2010), Going hybrid: An analysis of consumer purchase motivations, Energy Policy, 39(5), 2217-2227.
B. Steaua. (2009), Potoleste-ti setea de victorie. Astazi, in FC Steaua si Nike au prezentat noul echipament de joc pentru sezonul, p.47.
D. Diamond. (2009), The impact of government incentives for hybrid-electric vehicles : Evidence from US states, Energy Policy, 37(3), 972-983.

상세보기
Tsuyoshi Toshimitsu.(2010), On the paradoxical case of a consumer-based environmental subsidy policy, Economic Modelling, 27(1), 159-164.

상세보기
R. B. Settle. (2014). Consumer Psychology, Sejong Book.
K. H. Jeong. (1992), A Study on Product Selection of Small Passenger Vehicle Purchasers in Korea: Excel, Lemans, Pride Focusing on the purchase of passenger vehicles, Sungkyunkwan University.
W. G. Jang. (1997). An Empirical Study on Consumer Product Selection, Kyungnam University, pp.1-82.
Y. S. Lee, J. K. Lee & K. T. Lee. (2008). A Study on the Response Error of Online Survey. -The relationship between survey response time and sincerity of response-, Seoul Metropolitan University Survey Research, pp.51-83,
C. H. Cho. (2014). SPSS / AMOS Structural Equation Model Analysis, Chulam Publishing.
S. Y. Nam & E. J. Yang. (2018). The effect of eco-friendly management activities of beauty companies on consumer decision making. The Journal of the Korean Fusion Society, 9(7), 285-291.
Y. S. Hwang & S. Yoo. (2017), A Study on the Moderating Effect of Environmental Education on Eco - Friendly Consumers Using Value - Attitude - Behavior Model The Journal of the Korean Fusion Society, 8(7), 273-282.

저자의 다른 논문 :

표제어: PCR

동의어: Packet Collision Rate

용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증