확장된 기술수용 모델을 활용한 전기차 수용과 관련된 성별 차이 분석

초록

Of the more than 25.5 million vehicles registered in South Korea in 2022, electric vehicles (EVs) account for only 1.5%. This study aims to investigate factors affecting willingness to accept and use EVs after controlling for users’ attitudes and perceptions by gender. In September 2019, a questionnaire-based survey was conducted targeting a group of 1,500 prospective customers for EVs who reside in metropolitan areas in South Korea. As a practical tool to describe the acceptance of EVs, extended Technology Acceptance Models (TAMs) that include seven deliberate variables were developed based on the structural equation modeling methodology. This paper takes a cross-disciplinary approach, merging the TAM, extended TAM, and gender segmentation in the policies and marketing domain. The results show that men tend to be more concerned about the perceived usefulness and image of EVs than women. Women, meanwhile, are more influenced by the perceived ease of use and trust in EVs than men. The perception of risk associated with EVs was found to negatively impact EV adoption for both men and women to a similar extent. These results are expected to guide policy makers and EV manufacturers in identifying gender-differentiated effective strategies toward faster adoption of EVs.

키워드