친환경 자동차의 선택요인이 인지된 가치와 사용의도를 매개로 구매의도에 미치는 영향에 관한 연구

Abstract

In recent years, as awareness of environmental protection has grown and the energy crisis has intensified, green cars have become a hot topic in the global automotive industry. In the mid-19th century, the world's first electric car appeared, powered by lead-acid batteries. The appearance of this milestone symbolized the birth of the electric car. This research investigates the influence of selection factors of eco-friendly differential vehicles on purchase intention among consumers in both Korea and China, with a particular focus on the mediating roles of perceived value and intention to use. As the global automotive industry continues to shift towards sustainable practices, understanding the drivers behind consumer preferences for eco-friendly vehicles becomes increasingly vital. In this study, a study was conducted through prior research review and empirical research analysis to identify the impact of eco-friendly differential car selection factors on perceived value use and purchase intention and exogenous variables that can cause consumers' purchase intention. Through a review of previous studies, the selection factors of eco-friendly differential cars were described, and an online survey was conducted by designing a model for purchase intention and establishing hypotheses. Based on the questionnaire used in previous studies, the questions of this survey were reorganized and samples were collected through online surveys for Korean and Chinese consumers. Basic statistical analysis and average comparison between the two groups were used as SPSS 27.0, and Smart PLS 4.0 was used for structural model analysis. Furthermore, perceived value plays a crucial mediating role in the relationship between selection factors and purchase intention, illustrating that consumers' perceptions of the benefits and costs associated with eco-friendly vehicles significantly shape their intentions to make a purchase. Intention to use also serves as a mediator, emphasizing the importance of consumers' practical considerations in the adoption of eco-friendly differential vehicles. This study contributes to a deeper understanding of the factors driving consumer preferences for eco-friendly vehicles and provides valuable insights for automotive manufacturers, policymakers, and marketers operating in both the Korean and Chinese markets. Recognizing the multifaceted nature of consumer decision-making processes in the context of sustainable transportation is essential for fostering the transition to a more eco-conscious automotive landscape.