作者： Han.-Shen Chen,  Chia.-Yon Chen,  Han.-Kuan Chen,  Tsuifang Hsieh
作者单位： 1School of Diet and Restaurant Management, Chung Shan Medical University, Taichung 402,Taiwan 2Department of Medical Management, Chung Shan Medical University Hospital, Taichung 402,Taiwan 3Department of Resource Engineering, National Cheng Kung University, Tainan 701, Taiwan 4Department of Hospitality Management, Taiwan Hospitality & Tourism College, Hualien 974, Taiwan
刊名： AASRI Procedia, 2012, Vol.2 , pp.163-168
来源数据库： Elsevier Journal
DOI： 10.1016/j.aasri.2012.09.029
关键词： green consumption attitude;  perceived risk;  perceived value;  purchase intention;  hydrogen-electric motorcycle;  
原始语种摘要：  Abstract Taiwan has the Asia's highest density of motorcycle, which results in problems such as traffic jams and air pollution. To effectively reduce the motorcycle's impact to the ecosystem, in July 2009, Taiwanese government initiated the consumer and manufacturer encouragement project to promote electronic motorcycle industry. The purpose of this study is to discuss consumers’ green consumption attitude, perceived risk and perceived value toward hydrogen-electric motorcycle purchase intention. Based on a structure equation modeling approach, it is concluded that: perceived risk and perceived value are significantly related to consumption attitude; consumption attitude is significantly related to hydrogen-electric motorcycle purchase intention; and perceived value is significantly related to purchase intention. However, perceived risk and hydrogen-electric motorcycle purchase intention has no relation. This research analyzes the key factors of consumer behaviors from customers’ point of view and further discusses improvement solutions. The study can serve as a reference to government, cooperates and consumers in promoting, educating and marketing the green concepts.