[논문]순수전기차 경험 고객의 우려 요인에 따른 전기차 구매 의사 영향

정직한

doi:10.14400/jdc.2021.19.6.143

순수전기차 경험 고객의 우려 요인에 따른 전기차 구매 의사 영향
The Effect of Experienced Consumers' Concerns on Willingness to Purchase Battery Electric Vehicles 원문보기

디지털융복합연구 = Journal of digital convergence, v.19 no.6, 2021년, pp.143 - 162

정직한 (워싱턴 주립대학교 경제학과)

초록
AI-Helper

국내 순수전기차 시장은 초기 시장형성 단계이므로 보급확대를 위해서는 고객의 순수전기차에 대한 인식과 구매 의사에 관한 연구가 필요하다. 본 논문은 고객세분화를 위한 이론적 프레임을 전기차 사용 경험 전후에 고객의 전기차 구매 의사를 기반으로 도출하였다. 특히 순수전기차 사용 경험이 있는 서울 및 제주지역 응답자만을 대상으로 한 설문조사를 통해 고객의 구매 의사와 우려 요인들을 실증분석하였다. 로지스틱 회귀모델의 분석 결과, 경험 고객이 차내 냉난방기기에 대한 우려가 클수록 고객의 구매 의사는 감소하고, 고객의 전기차의 일일 주행거리가 길수록 구매 의사는 증가한다. 또한 순차형 프로빗 모델의 분석 결과, 경험 고객의 전기차의 주행거리, 사고 시 A/S, 경사로 주행에 대한 우려가 클수록 고객이 냉난방기기에 대해 우려가 증가했다. 본 논문은 정책입안자 및 기업에게 전기차 관련 고객세분화, 연구개발, 마케팅 전략, 지원정책 수립과 관련하여 시사점을 제공할 수 있다.

Abstract ▼ AI-Helper

Research on consumers' perception and willingness to purchase Battery Electric Vehicles (BEVs) is necessary to simulate BEVs' deployment in South Korea because South Korea's BEVs market is still in the early stage. This paper derives a theoretical framework for consumer segmentation based on consumers' willingness to purchase before and after BEV usage experience. In particular, this study empirically evaluates consumers' willingness to purchase and concerns using the survey data from BEVs users in either Seoul or the Jeju region. The empirical results from logit models show that experienced consumers' concerns about the heater and air conditioning (HAC) in BEVs decreased the consumers' willingness to buy, while greater daily driving distances increased the consumers' willingness to buy. In addition, the empirical findings from ordered probit models show that experienced consumers' concerns about the short driving distance, the availability of maintenance service (i.e., A/S service) during unexpected events, and the difficulties of driving BEVs up-hill increased the degree of concern about HAC. This paper will provide insights related to consumer segmentation, R&D, marketing strategies, and policy design for policymakers and firms.

주제어

표/그림 (17)

그림 Fig. 1. Research Process
그림 Fig. 2. Type of consumers based on sequential decision
그림 Fig. 3. The framework of the survey design.
표 Table 1. Description of Variables
표 Table 2. Correlation among Concerns after Exprience
표 Table 3. Correlation among Concerns before Experience
표 Table 4. Correlation among Gap of Concerns
그림 Fig. 4. Concerns After Experience Research Model
표 Table 5. Empirical result of concerns after experience model (at mode)
그림 Fig. 5. Concerns Before Experience Research Model
표 Table 6. The marginal effect of discrete change from the base level to the given factor level
그림 Fig. 6. Concerns Gap Research Model
표 Table 7. Empirical result of concerns before usage model
그림 Fig. 7. Concern about HAC Research Model
표 Table 8. Empirical Results with 'gap in concerns before and after EV experience model'
표 Table 9. Empirical results of the ordered probit model
표 Table 10. Marginal Effects of variables when the other variables are set at the mode

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표제어: PCR

동의어: Packet Collision Rate

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