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


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.


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

Table 1. Expected policy based on findings

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Table 2. Survey questionnaire of general EV customer

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Table 3. Survey questionnaire of EV owners

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Table 4. Variable descriptions of EV prospective customers

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Table 5. Factor analysis of EV prospective customers

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

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Table 7. Variable descriptions of EV owners

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Table 8. Factor analysis of EV owners

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Table 9. Repurchase intention logit estimation result of EV owners

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Table 10. Government policy based on findings

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Supported by : Ministry of Environment


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