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캐즘 단계의 한국 전기자동차수용확산 저해 요인과 소비자 특성에 관한 연구

Adoption Barriers for Korean Electric Vehicleand Customer Characteristic at Chasm

권규현|주재길
기술경영경제학회 (The Korean Society For Technology Management & Economics)|2023.11|기술혁신연구 (JOURNAL OF TECHNOLOGY INNOVATION)|제31권 제4호|pp. 31-59

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혁신확산Innovation diffusion한국전기자동차수용저해요인캐즘극복Korean Electric vehiclesAdoption barriersCrossing the chasm
주제분류기술정책

초록

전기자동차의 빠른 확산은 지구온난화와 자연재해 대응을 위해 국제적으로 중요한 과제이다. 대중화를 위해 “캐즘(Chasm) 극복”은 필수적이나, 선행연구들은 전기차 초기시장 분석이 대부분이며 캐즘 단계의 연구는 다소 제한적이다. 본 연구는 전기차 초기 단계를 벗어나는 국내시장에서 소비자의 전기차 구매 주요 저해 요인과, 이에 영향을 주는 소비자의 인구통계학적 특성 및 자동차 관련 경험을 설문과 통계기법을 통해 심층 분석하였다. 연구 결과, 한국 전기차 시장은 캐즘 전 단계로 판단되며, 전기차의 “기술에 대한 낮은 신뢰성”, “경제성에 대한 의문”, “충전-운전 불편성”이 전기차의 주요 수용 저해 요인으로 확인되었다. 지역에 따른 고속/완속 충전 인프라의 적절한 구축, 교육과 홍보를 통한 전기차의 인식개선, 전기차 수용에 우호적인 얼리어답터(Early adopter)의 전기차 수용 촉진은 캐즘을 극복하는 과정에서 중요한 역할을 할 것으로 판단된다.

Abstract

The rapid diffusion of electric vehicles (EVs) is a globally significant target in response to global warming and natural disasters. “Crossing the chasm” is essential for mass market entry, but previous studies have mostly focused on analyzing the early-stage of EV market, with limited research on the chasm phase. This study thoroughly analyzes the major barriers to EV adoption among Korean consumers at near Chasm phase, considering their demographic characteristics and car-related experiences through survey and statistical analyses. The research result shows that the Korean EV market is just before the chasm phase, and “Low trust in EV technology”, “Doubt of economic benefit”, and “Inconvenient charging-driving” are major EV adoption barriers. The development of appropriate fast/slow charging infrastructure on demands, awareness improvement of EV by education and promotion, and the facilitation of EV adoption among early adopters who are favorable to EV are anticipated to play a crucial role in overcoming the Chasm.

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