전기차 경험에 따른 소비자 인식과 수용 태도 차이 탐색: 심층 인터뷰 기반 질적 연구

초록

This study qualitatively analyzes differences in consumer perceptions and acceptance attitudes in the Korean electric vehicle (EV) market, where demand has recently slowed, according to their direct experience with EVs. Semi-structured interviews were conducted with 12 EV owners and 12 non-owners, focusing on acceptance factors grounded in the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Hybrid coding using NVivo 15 was applied, and data were categorized and interpreted through the positive and negative reasons framework of Behavioral Reasoning Theory (BRT). The analysis showed that perceptions, attitudes, and purchase intentions varied with direct experience of EV driving, charging, and benefits. The experienced group generally reported more positive views and higher purchase intentions, citing cost savings, quiet ride quality, and future-oriented technology as key reasons. By contrast, non-owners emphasized financial burden and safety concerns as main deterrents. Furthermore, recent EV fire incidents and negative media coverage appear linked to “EV phobia,” shaping unfavorable attitudes even among some with direct experience. This study highlights evaluative criteria and perception shifts that are difficult to capture through quantitative approaches. The findings provide a basis for future quantitative validation and suggest refinements to technology acceptance theories. Practically, they underscore the importance of offering direct experience opportunities and fostering social trust in policies and marketing strategies to accelerate EV adoption.

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