College students' potential purchase intention of electric two-wheeled vehicles

Taiwan, like much of the world, faces the challenge of climate change and rising temperatures. Its heavy reliance on fossil fuels necessitates a shift towards renewable energy sources. The government has actively promoted ETWVs through subsidies and incentives, aiming to replace traditional fuel-powered two-wheelers. College students represent a key target demographic for ETWV adoption, as they are often first-time vehicle purchasers. This study examines the factors driving college students' purchase intention of ETWVs in Taiwan, focusing on understanding their preferences and attitudes to inform effective policy and marketing strategies. The study's significance lies in its potential to contribute to environmental sustainability by increasing ETWV market share among a crucial demographic.

Existing research highlights various factors influencing ETWV adoption. Studies by Ali et al. (2017) and Guerra (2019) emphasize the impact of electricity prices and vehicle characteristics (price, performance, range, charging time) on market share. Bakker (2018) points to the importance of urban planning and infrastructure in supporting ETWV use. Other studies (Ferrara et al., 2019; Eccarius & Lu, 2020) underscore the role of price, performance, and charging infrastructure in consumer choice. Thuy and Hong (2019) investigated high school students' ETWV usage intentions, highlighting the influence of perceived economic benefits, convenience, environmental friendliness, and design. Zhu et al. (2019) found that consumers prioritize cost factors (selling price, charging, warranty, tax incentives) over performance aspects. Brückmann et al. (2021) and Lee et al. (2021) demonstrated the influence of charging infrastructure and socio-economic characteristics on EV adoption. Patil and Majumdar (2021) identified purchase cost, operating cost, range, charging efficiency, and carbon emission reduction as key factors in India. In summary, previous research indicates the importance of vehicle attributes, cost factors, government policies, infrastructure, and environmental consciousness in shaping ETWV adoption.

This study employed a questionnaire survey targeting college students in Taichung City, Taiwan. The questionnaire was structured into four sections: personal data, activities and behaviors, vehicle usage characteristics, and perceptions/attitudes towards ETWVs. The data collected included socio-economic characteristics (gender, age, income, household size, vehicle ownership), vehicle usage patterns, and attitudes towards ETWVs (environmental awareness, purchase intention, perceived value, etc.). The data were analyzed using two statistical models: Logistic Regression and Ordered Logit. Logistic Regression was used to model the binary outcome variable of whether students intended to purchase an ETWV (yes/no). The Ordered Logit model was employed to account for the ordinal nature of the purchase intention responses, allowing for a more nuanced understanding of the degree of purchase intention across different levels. Odds ratios and elasticity analysis were performed to assess the relative importance of different factors in influencing purchase intention.

The Logistic Regression model revealed that "ETWVs are too expensive" and "ETWVs have poor endurance" negatively impacted purchase intention, while factors like government subsidies (ETWVs rebate and exemption of fuel tax/vehicle license tax), perceived value ("Good value for the price of ETWVs"), and intention to use ETWVs ("I am willing to try or continue to use ETWVs") positively influenced it. The Ordered Logit model confirmed these findings, and additional factors such as weekly fuel expenses of existing vehicles, age, household size, and vehicle performance positively impacted the level of purchase intention. Specifically, those with higher weekly fuel expenses, older age, smaller households, and more favorable views on ETWVs showed a stronger purchase intention. The odds ratio analysis revealed that the combined effect of being male, having a high household income, and considering ETWVs as their first choice when purchasing a vehicle in the future had the strongest influence on purchase intent. The elasticity analysis indicated that factors like reasonable price, tax exemptions, and positive attitudes increased the probability of purchase, while high cost and poor endurance reduced it.

The findings demonstrate that a combination of factors influences college students' ETWV purchase intention. Price remains a crucial barrier to adoption, highlighting the need for continued government subsidies. However, subsidies alone are insufficient; improving the perceived value and operational efficiency of ETWVs is essential. Addressing concerns about limited range and charging infrastructure is critical to alleviate negative perceptions. The study's emphasis on the significance of attitudes and subjective perceptions underscores the need for targeted marketing campaigns that promote environmental consciousness and highlight the benefits of ETWVs beyond mere economic considerations. The findings suggest a need for differentiated marketing strategies targeting various demographics based on age, income, and household size. The influence of gender and income suggests that policies supporting affordability and promoting ETWVs’ environmental benefits are especially pertinent. Moreover, improving the charging network and providing exclusive parking spaces can further enhance user experience.

This study provides valuable insights into the factors driving college students' ETWV purchase intention in Taiwan. Government subsidies, vehicle attributes, and consumer attitudes are significant determinants of adoption. Future research should investigate the long-term impacts of government policies and explore the effectiveness of specific marketing strategies. Expanding the study to other regions and demographics would enhance its generalizability. Moreover, a more complex stated-preference experiment simulating realistic scenarios could offer further insights into consumer choice behavior.

The study's focus on college students in Taichung City limits the generalizability of the findings to other demographics and geographic locations. The cross-sectional nature of the data prevents establishing causal relationships between variables. The reliance on self-reported data may introduce response bias. Future research should address these limitations by expanding the sample size, employing longitudinal data collection, and exploring other data collection methods.