내연차 대비 전기차의 상대적 가치가 개인의 전기차 전환의도에 미치는 영향성 연구: 개인 혁신성의 조절효과 중심으로

In the mobility industry, the transition to e-vehicles is accelerating due to interest in environmental pollution and energy efficiency; however, there are still difficulties in switching many vehicle users into e-vehicles. The spread of e-vehicles with a tendency to disruptive innovation requires the conversion of the early majority. Thus, research on the switching intention should reflect personal innovation and its characteristics. Hence, this study conducted an empirical analysis of 194 vehicle drivers in Korea from the perspective of the value-based adoption model. Consequently, the comparative superiority of the e-vehicle and monetary value positively affected the perceived switching value of the e-vehicle; the procedural switching cost of the e-vehicle negatively affected the perceived switching value of the e-vehicle. Moreover, the low innovative group has a higher switching value when it recognizes the comparative superiority of e-vehicles. Academically, this study suggests the switching intention from individual innovation and comparative value perspective. Practically, it can provide significant implications for the government and companies' strategies.