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消費者對於電動汽車接受度的決定因素:AHP方法

為了解決BMW i8的問題，作者國加瑞 這樣論述：

Purpose – The purpose of this thesis is to create a hierarchy of most found factors influencing the acceptance of electric vehicles (EVs) and purchase intentions of private consumers in Germany.Methodology – Based on previously published literature on the acceptance of electric vehicles, this study

applies a set of 12 factors for achieving the objective of the present thesis. The 12 factors were divided into two categories, using the push and pull theory. The model starts by identifying the main criteria using the push and pull factors. The prioritization and ranking of these factors was perf

ormed using the analytic hierarchy process (AHP), a multi-criteria decision making process. 315 valid participants have joined the study performing an online-questionnaire under the AHP. The robustness of the decisions were checked by conducting inconsistency analysis, using Super Decision software.

Findings – It was found that the top three criteria for the acceptance of EVs, in descending order, are “maintenance cost”, “energy efficiency” and “reduction of carbon footprint”. Furthermore, factors that attract and therefore pull the customers towards EVs are found to be more important than fact

ors that push customers away from conventional fuel vehicles (CFV). Managerial implications were then proposed, incorporating the AHP finding. Practical implications – The study ranks the determinants, from the most to the least important which allows managers in th

e automotive industry and politicians to decide which determinants they need to pay attention to and work on for a successful acceptance of electric vehicles.Originality/value – The hierarchy decision model would also enable manufacturing corporations to understand the relative importance of decisio

n criteria and to establish viable strategies for encouraging acceptance and eventual purchase of electric vehicles.

Keywords – Analytical hierarchy process, electric vehicles, consumer acceptance, Germany, Pull and Pull Theory.