ABSTRACT

In the context of global commitment to decarbonising the highly urbanising world, studies of consumer thinking regarding switching to electric motorcycles are lacking. Our study therefore attempts to provide a first illustration of a model drawing on transaction cost economics (TCE) theory. We hypothesise that consumers’ intention to switch to electric motorcycles is based on perceived transaction costs (i.e. search and adoption costs), and transaction costs are determined by different types of uncertainty (i.e. branding, environmental, performance and behavioural uncertainty), and dependability. Given recent calls to develop our understanding of green consumption in different contexts, we use the Asia Pacific region as an illustrative context. Regression modelling is based on data collected from a sample of 1094 consumers in Taipei. Our findings confirm all of the proposed hypotheses. The implications of the findings are discussed as well as the limitations of the study and recommendations for further research.

摘要

在全球致力于使高度城市化的世界脱碳的背景下，缺乏对消费者转向电动摩托车的想法的研究。因此，我们的研究试图提供一个基于交易成本经济学 (TCE) 理论的模型的第一个说明。我们假设消费者转向电动摩托车的意图是基于感知的交易成本（即搜索和采用成本），而交易成本由不同类型的不确定性（即品牌、环境、性能和行为不确定性）和可靠性决定。鉴于最近呼吁在不同背景下加深我们对绿色消费的理解，我们使用亚太地区作为说明背景。回归建模基于从台北 1094 名消费者的样本中收集的数据。我们的发现证实了所有提出的假设。讨论了研究结果的含义以及研究的局限性和进一步研究的建议。