Uloga komponenti stava kod namjere kupovine električnih vozila potrošača inovatora i ranih usvajača

master's thesis

• Title (english): The role of attitude components in the intention to purchase electric vehicles among innovators and early adopters
• Author: Marta Kovačević
• Mentor: Tanja Komarac (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-04-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj rada je istražiti ulogu komponenti stava (spoznajne, osjećajne i ponašajuće) kod kupovine električnih vozila kod inovatora i ranih usvajača kao potrošača. Prema teoriji difuzije proizvoda i podacima European Alternative Fuels Observatory (2023.) na području 27 Europskih zemalja, tržišni udio električnih vozila je manji od 14%, što ukazuje da su električna vozila prihvaćena među inovatorima i ranim usvajačima kao dvije kategorije potrošača koje prve usvajaju nove inovacije.
Električna vozila (automobili, bicikli i romobili) karakteriziraju tehnološke inovacija zbog fizičkih i funkcionalnih razlika u odnosu na konvencionalna vozila. Proizvođači konvencionalnih vozila primorani su smanjivati proizvodnju, te se postepeno prebacivati na proizvodnju električnih vozila, zbog promjene zakonskih regulativa i očekivanja potrošača.
Do sada provedena istraživanja su otkrila važnost stavova pri kupovini električnih vozila. Konkretnije, bitne varijable su 1) stavovi, 2) subjektivne norme, 3) percipirana kontrola ponašanja, 4) negativne očekivane emocije, 5) pozitivne očekivane emocije, 6) kognitivne koristi, te 7) kognitivni rizici. No, bitna je i namjera kupovine električnih vozila.
Provedeno je primarno istraživanje na namjernom prigodnom uzorku 157 ispitanika koji su ili već vlasnici električnih vozila ili kod ispitanika postoji namjera kupnje električnog vozila u budućnosti.
Otkriveno je kako inovatori i rani usvajači nemaju namjeru kupnje radi društvenih trendova, niti se osjećaju odgovornima poboljšati kvalitetu zraka i okoliša kupnjom električnog vozila, nisu zabrinuti oko okolišnih rizika ili rizika za ljudsko zdravlje, ali smatraju da su električna vozila ekonomski isplativa, privlačna i mogu zadovoljiti njihove potrebe za prijevozom i kretanjem.

Abstract (english)

The paper aims to investigate the role of attitudinal components (cognitive, emotional, and behavioral) in purchasing electric vehicles among innovators and early adopters as consumers. According to the product diffusion theory and data from the European Alternative Fuels Observatory (2023) in the territory of 27 European countries, the market share of electric vehicles is less than 14%, which indicates that electric vehicles are accepted among innovators and early adopters as the two categories of consumers who first adopt innovations.
Electric vehicles (cars, bicycles, and romobiles) are characterized by technological innovation due to physical and functional differences compared to conventional vehicles. Manufacturers of conventional vehicles are forced to reduce production and gradually switch to the production of electric vehicles, because of changes in legal regulations and consumer expectations.
Research conducted so far has revealed the importance of attitudes when purchasing electric vehicles. More specifically, important variables are 1) attitudes, 2) subjective norms, 3) perceived behavioral control, 4) negative expected emotions, 5) positive expected emotions, 6) cognitive benefits, and 7) cognitive risks. However, the intention to purchase electric vehicles is also important.
Primary research was conducted on a purposeful random sample of 157 respondents who are either already owners of electric vehicles or have the intention of purchasing an electric vehicle in the future.
It was found that innovators and early adopters do not intend to buy because of social trends, nor do they feel responsible for improving air and environmental quality by purchasing an electric vehicle, they are not concerned about environmental or human health risks, but they consider electric vehicles to be economically viable, attractive and can meet their needs for transportation and movement.

• Keywords: električna vozila; komponente stava; inovatori; rani usvajači; namjera kupnje
• Keywords (english): electric vehicles; attitude components; predicted behavior; innovators; early adopters; purchase intention; diffusion
• Language: croatian
• URN:NBN: urn:nbn:hr:148:302933
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-24 11:43:49