전기차 구매의사 영향요인에 대한 문헌 리뷰 및 실증분석: 소비자 심리적 특성 변인의 영향을 중심으로
Review and Empirical Analysis on Factors Influencing Purchase Intention of Electric Vehicles in Korea: The Role of Consumer Psychological Characteristics
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전기차 소비 확산을 위해서는 전기차 구매에 영향을 미치는 요인은 무엇인지, 소비자들이 전기차를 어떻게 지각하고 있는 지에 대한 이해가 필요하다. 본 연구는 먼저 전기차 구매의사 영향요인에 대한 기존 문헌을 리뷰한 후에 한국 소비자들 565명을 대상으로 실증분석을 하였다. 전기차 구매에 영향을 미치는 요인, 특히 소비자의 심리적 특성의 영향 요인인 개인의 차에 대한 인식, 친환경성향, 혁신성향, 주행거리불안, 전기차에 대한 주관적 지식 수준이 구매의도에 미치는 영향을 리뷰하고 분석하였다. 실증 연구결과, 한국의 소비자들은 연령이 높을수록, 교육수준이 높을수록, 소득수준이 높을수록 전기차 구매의사가 높았으며, 성별은 유의한 차이가 없었다. 심리적 특성에서는 친환경성향이 높을수록, 혁신성향이 높을수록, 전기차에 대한 주관적으로 느끼는 지식수준이 높을수록, 전기차 구매의사가 높았다. 또한 친환경성향과 혁신성향은 높은 상관관계를 가지는 것으로 나타났다. 주행거리불안이 높을 수록 전기차 구매의사는 낮았지만, 주행거리불안이 현재 사용차량의 일일사용시간 및 연간사용량과는 무관하다는 결과를 놓고 볼 때 주행거리불안이 객관적 실체보다는 정서적 예측 오류일 수 있음을 시사한다. 본 연구는 한국 시장에서 전기차 구매의사에 영향을 미치는 심리적 특성 변수들의 영향을 분석하였다는 점에서 그 이론적 공헌이 있다.
Abstract
In order to increase consumption of electric cars, it is necessary to understand what factors affect the purchase of electric cars and how consumers perceive electric cars. This study first reviewed existing literature on the influence factors of electric vehicle purchase intention, and then conducted an empirical analysis of 565 Korean consumers. The effect of perception of a car’s functions, environmental concern, consumer innovativeness, range anxiety, and knowledge level on purchase intention was studied. Results of the empirical study show that age, income and education level have a positive influence on purchase intention of electric cars, while gender did not show any effect. With respect to psychological characteristics, the study reveals that environmental concern, consumer innovativeness, and knowledge on electric cars have a positive influence on the purchase intention of electric cars. Also, it was found that consumers’ environmental concern and innovativeness have high correlation. Finally, it is shown that predicted range anxiety is deemed higher when compared to the actual usage behavior, suggesting a failure of affect forecasting. This study has contributed to the theoretical contribution in analyzing the influence of psychological characteristics that affect the intention to purchase electric cars in the Korean market.
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