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심리적 환경요인이 전기차 수용에 미치는 영향: 확장된 계획행동이론의 적용

Effects of Psychological Environment Factors on Electric Vehicle Adoption: Application of Expanded Theory of Planned Behavior

문선정
한국소비자학회 (Korean Society Of Consumer Studies)|2019.12|소비자학연구 (Journal of Consumer Studies)|제30권 제6호|pp. 51-73|DOI http://dx.doi.org/10.35736/JCS.30.6.3

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참고문헌

키워드

Theory of Planned Behavior계획행동이론환경에 대한 지식개인의 도덕적 규범그린 자아 정체성그린 신뢰Personal Moral NormGreen Self-identityEnvironment KnowledgeGreen Trust
주제분류경제학

초록

최근 소비자들은 환경에 대한 관심이 높아지면서 배기가스가 거의 배출되지 않는 전기차에 많은 관심을 보이고 있다. 기존 내연기관 차량과 비교하여 전기차의 가장 큰 특징은 친환경성에 있기 때문이다. 그러나 전기차는 자동차 시장의 초기단계에 있어 여전히 많은 소비자들은 전기차 기술에 대한 불확실성과 사용에 대한 불편함을 크게 인지 하고 있다. 이러한 소비자들을 대상으로 전기차 수용을 확산시키기 위해서 기업은 전기차의 친환경성만을 맹목적으 로 강조하기보다 전기차 수용의도 전환에 영향을 줄 수 있는 소비자의 심리적 환경요인을 이해하여 소비자에게 접 근할 필요가 있다. 이에 본 연구는 전기차 수용의도를 예측하기 위한 소비자 심리적 환경요인(그린 자아 정체성, 환 경에 대한 지식, 그린 신뢰)의 역할을 살펴보고, 이들 요인이 태도, 주관적 규범, 행동 통제, 그리고 환경에 관한 개인의 도덕적 규범을 매개로 전기차 수용의도에 미치는 영향을 실증 분석하였다. 이론적 모형은 Ajzen의 계획행동 이론에서 환경에 관한 개인의 도덕적 규범을 추가한 확장된 계획행동이론을 제안하였다. 수집된 자료는 SmartPLS 3.0과 IBM SPSS 22를 사용하여 분석하였고, PLS 구조방정식 모형을 적용하였다. 연구 결과, 기존 계획행동이론 모형은 전기차 수용의도를 예측하는 데 매우 효과적임이 증명되었으나, 일부 가설에 대한 결과는 기존 선행연구들 과 상반된 결과를 보였다. 계획행동이론에 추가된 개인의 도덕적 규범은 전기차 수용의도에 아무런 영향을 주지 않 는 것으로 나타났으며, 환경에 대한 지식은 모든 전기차 수용의도의 모든 선행변수들에 유의한 영향을 미치지 않는 것으로 나타났다. 반면, 그린 자아 정체성은 전기차 수용의도의 모든 선행변수에 유의한 영향을 미치는 것으로 나타 났으며, 그린 신뢰는 행동 통제를 제외한 모든 선행변수들에 유의한 영향을 미치는 것으로 나타났다. 본 연구의 결 과를 바탕으로 전기차 수요 확산을 위한 이론적, 그리고 실무적 시사점을 제시하였다.

Abstract

As Environmental problems are getting worse, a variety of eco-friendly vehicles have been developed and attracted consumer’s attention. Consumers are particularly interested in electric vehicle(EV) since it does not have any pollutant emissions. Compared to existing internal combustion engine vehicles, the competitiveness of electric vehicles is eco-friendly. However, many people still feel that there are some inconveniences and uncertainties about electric vehicles. Therefore, rather than blindly emphasizing only the eco-friendliness of electric cars, companies need to understand consumer’s environmental psychological factors or motives that may affect the adoption of EV. The purpose of this study is to examine the role of consumers’ psychological environment factors(green self- identity, environmental knowledge, green trust) in order to predict the adoption of EV. The systematic relationship between these factors was analyzed by adding individual moral norms to Ajzen’s Theory of Planned Behavior(TPB). PLS structural equation model was applied and the collected data were analyzed using SmartPLS 3.0 and IBM SPSS 22. The results of this study showed that the TPB model was very effective in predicting the adoption of EV. However some results of hypothesis testing are in contradiction with previous research findings. The added individual’s moral norms have no effect on the intention of the electric car adoption, and the knowledge of the environment is not significant for all preceding variables of intention. On the other hand, consumers with green self-identity have significant effects on the preceding variables of intention, and green trust was found to have a significant effect on all the preceding variables of intention except perceived behavior control. These findings provide useful implications for the activation of the electric vehicles market.

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