DOI QR코드

DOI QR Code

Understanding Electric Vehicle Consumer in Korea Market Based Upon User and Prospective Survey

국내 전기자동차 수요층 분석: 초기 구매자와 일반 소비자 조사를 토대로

  • Park, Jiyoung (Integrated transport division, The Korea Transport Institute) ;
  • Kim, Haegon (Industrial revolution transport division, The Korea Transport Institute) ;
  • Kim, Chansung (Strategic innovative division, The Korea Transport Institute)
  • 박지영 (한국교통연구원 종합교통연구본부) ;
  • 김해곤 (4차산업혁명교통연구본부) ;
  • 김찬성 (한국교통연구원 전략혁신기획단)
  • Received : 2019.03.26
  • Accepted : 2019.06.20
  • Published : 2019.06.28

Abstract

This study aims at understanding the fundamental characteristics of EV consumer based upon user survey and understanding the challenges to promote EV adoption in Korea. Data are obtained from two different surveys. One asked 304 EV buyers in Korea and another asked 905 prospective customer about EV awareness and perception, EV purchase intention, and etc. Analysis is composed of two parts; one is about the general characteristics and purchase intention of general consumers; another is about the intent to repurchase EV owners. We discuss the policy implications to expand EV demand in Korean market based on two purchase and repurchase logit models.

Keywords

Electric Vehicle;EV buyer;Prospective customer;Purchase;Repurchase

Table 1. Expected policy based on findings

OHHGBW_2019_v10n6_191_t0001.png 이미지

Table 2. Survey questionnaire of general EV customer

OHHGBW_2019_v10n6_191_t0002.png 이미지

Table 3. Survey questionnaire of EV owners

OHHGBW_2019_v10n6_191_t0003.png 이미지

Table 4. Variable descriptions of EV prospective customers

OHHGBW_2019_v10n6_191_t0004.png 이미지

Table 5. Factor analysis of EV prospective customers

OHHGBW_2019_v10n6_191_t0005.png 이미지

Table 6. Purchase intention logit estimation result of EV prospective customers

OHHGBW_2019_v10n6_191_t0006.png 이미지

Table 7. Variable descriptions of EV owners

OHHGBW_2019_v10n6_191_t0007.png 이미지

Table 8. Factor analysis of EV owners

OHHGBW_2019_v10n6_191_t0008.png 이미지

Table 9. Repurchase intention logit estimation result of EV owners

OHHGBW_2019_v10n6_191_t0009.png 이미지

Table 10. Government policy based on findings

OHHGBW_2019_v10n6_191_t0010.png 이미지

Acknowledgement

Supported by : Ministry of Environment

References

  1. M. Hidrue, G. Parsons, W. Kempton, & M. Gardner. (2011). Willingness to pay for electric vehicles and their attributes, Resource and Energy Economics, 33(3), 686-705. https://doi.org/10.1016/j.reseneeco.2011.02.002 https://doi.org/10.1016/j.reseneeco.2011.02.002
  2. A. Ziegler. (2012). Individual characteristics and stated preferences for alternative energy sources and propulsion technologies in vehicles : A discrete choice analysis for Germany, Transportation Research Part A, 46(5), 1372-1385. https://doi.org/10.1016/j.tra.2012.05.016
  3. F. Lian, E. Molin, & B. van Wee. (2017). Consumer preferences for electric vehicles: a literature review, Transport Reviews, 37(3), 252-275. https://doi.org/10.1080/01441647.2016.1230794
  4. J. Axsen, Jonn, S. Goldberg & J. Bailey. (2016). How might potential future plug-in electric vehicle buyers differ from current ''Pioneer" owners?, Transportation Research Part D, 47, 357-370. https://doi.org/10.1016/j.trd.2016.05.015
  5. F. Buhler, P. Cocron, I. Neumann, T. Franke &, J. Krems. (2014). Is EV experience related to EV acceptance? Results from a German field study. Transportation Research Part F, 25(A), 85-90.
  6. N. Caperello & K. Kurani. (2012). Households' Stories of Their Encounters With a Plug-In Hybrid Electric Vehicle, Environment and Behavior, 44(4), 493-508. https://doi.org/10.1177/0013916511402057
  7. J. TyreeHageman, S. Kurani & N. Caperello. (2013). Community and Social Media Use Among Early PEV Drivers, Research Report - UCD-ITS-RR-13-11, Institute of Transportation Studies, University of California, Davis.
  8. S. Stephen & M. Garwood. (2011). Responses to battery electric vehicles: UK consumer attitudes and attributions of symbolic meaning following direct experience to reduce psychological distance, Transportation Research Part D, 16, 525-531. https://doi.org/10.1016/j.trd.2011.05.005
  9. T. Franke & J. Krems. (2013). Understanding charging behaviour of electric vehicle users, Transportation Research Part F, 21, 75-89 https://doi.org/10.1016/j.trf.2013.09.002
  10. T. Franke & J. Krems (2013). What drives range preferences in electric vehicle users?. Transport Policy, 30, 56-62. https://doi.org/10.1016/j.tranpol.2013.07.005
  11. N. Daina, J. Polak & A. Sivakumar. (2015). Patent and Latent Predictors of Electric Vehicle Charging Behavior, Transportation Research Record: Journal of the Transportation Research Board, 2502, 116-123. https://doi.org/10.3141/2502-14
  12. P. Weldon, P. Morrissey, J. Brady & M. O'Mahony. (2016). An investigation into usage patterns of electric vehicles in Ireland, Transportation Research Part D, 43, 207-225. https://doi.org/10.1016/j.trd.2015.12.013
  13. J. Langbroek, J. Franklin & Y. Susilo. (2017). Electric vehicle users and their travel patterns in Greater Stockholm, Transportation Research Part D, 52, 98-111. https://doi.org/10.1016/j.trd.2017.02.015
  14. California Center for Sustainable Energy & California Air Resources Board. (2014). California Plug-in Electric Vehicle Owner Survey. Clean Vehicle Rebate Project [Online]. https://cleanvehiclerebate.org/eng/survey-dashboard/ev>
  15. California Center for Sustainable Energy & California Air Resources Board. (2015). California Plug-in Electric Vehicle Owner Survey. Clean Vehicle Rebate Project [Online]. https://cleanvehiclerebate.org/eng/survey-dashboard/
  16. California Center for Sustainable Energy & California Air Resources Board. (2016). California Plug-in Electric Vehicle Owner Survey. Clean Vehicle Rebate Project [Online]. https://cleanvehiclerebate.org/eng/surveydashboard/ev
  17. California Air Resources Board. (2017). California Clean Vehicle Rebate Project, EV consumer survey dashboard, Clean Vehicle Rebate Project [Online]. https://cleanvehiclerebate.org/eng/survey -dashboard/ev
  18. D. Oleksy. (2016). The drivers behind Electric Vehicle adoption A quantitative study of EV owners in Norway, UNIVERSITETET I OSLO.
  19. I. Ajzen. (1991). The theory of planned behaviour. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  20. V. Laan, J. Heino & D. Waard. (1997). A simple procedure for the assessment of acceptance of advanced transport telematics. Transportation Research Part C: Emerging Technologies, 5(1), 1-10. https://doi.org/10.1016/S0968-090X(96)00025-3
  21. K. Degirmenci & M. Breitner. (2017). Consumer purchase intentions for electric vehicles: Is green more important than price and range? Transportation Research Part D, 51, 250-260. https://doi.org/10.1016/j.trd.2017.01.001
  22. F. Schmalfuss, K. Muhl & J. Krems. (2017). Direct experience with battery electric vehicles (BEVs) matters when evaluating vehicle attributes, attitude and purchase intention, Transportation Research Part F, 46, 47-69. https://doi.org/10.1016/j.trf.2017.01.004
  23. P. Jing, H. Huang, B. Ran, F. Zhan. & Y. Shi. (2019). Exploring the Factors Affecting Mode Choice Intention of Autonomous Vehicle Based on an Extended Theory of Planned Behavior-A Case Study in China, Sustainability, Forthcoming, 11(4), 1155. https://doi.org/10.3390/su11041155
  24. H. Lee & H. No. (2013). Advanced Statistical Analysis-Theory and Application. Goyang : MoonwooSa.