친환경차의 친환경적 속성에 따른 정부지원정책이 구매의도에 미치는 영향

This study examines whether there are differences in the effect of eco-friendly cars on purchasing intentions. It also examines whether there is a difference in purchase intentions based on the government support policy for eco-friendly cars. Finally, it looks at the effect of eco-friendly choice attributes on purchase intentions of eco-friendly cars. In order to verify the research model, i have constructed a 2×2 group experimental design with eco-friendly choice attributes(high and low) and government support policy level(as high as advanced countries and low as in Korea). The purchase intentions of eco-friendly cars was taken as the dependent variable. Descriptive analysis and ANOVA were used to analyze the data. The results of this study are as follows. First, eco-friendly choice attributes have a greater influence on purchase intentions when they are high(compared to low). Moreover, the level of government support policy has a greater influence on purchase intentions when it is as high as in developed countries(compared to when being set to a low level). Finally, when the level of government support policy is high, the purchasing intention of vehicles with high eco-friendliness is higher. On the contrary, when the government support policy level is low, the purchase intention of vehicles with low eco-friendliness is higher. Through this study, it can be concluded that the domestic eco-friendly car market has great potential. The study suggests important roles for auto companies and governments in vitalizing the market.