Abstract
The issues of renewable energy, energy crisis, and carbon reduction have caught people’s attention all over the world, and governments have put forth greater effort to proactively solve these problems. Electric transportation not only benefits the environment, but can also utilize renewable energy to prevent an energy crisis. Based on previous theoretical strands of the literature, this research integrates the technology readiness and acceptance model (TRAM) into the norm activation model (NAM) and proposes an integrated model denoted as TRA-NAM. It takes TRA-NAM as our theoretical foundation and aims to explore the effect of technology readiness and awareness of consequence on the intention toward using an electric scooter (ES). The results display that technology readiness positively influences perceived usefulness and perceived ease of use and further improves consumers’ intention toward adopting ES. In addition, personal norm mediates the relationship between awareness of consequence and intention to adopt ES. This study offers the integrated TRAM-NAM model in order to understand the crucial factors affecting consumers’ intention to adopt electric vehicles (EVs). Overall, this research fills the gap in the field of government policies and transportation and proposes ponderable suggestions, in particular that if they want to encourage or attract consumers to drive an ES, they should not overlook the effect of technology readiness and awareness of consequence.
Highlights
The heavy use of non-renewable resources such as fossil fuels is wreaking havoc on nature and leading to climate change [1,2]
IEA [3] reported that over 49.9% of transportation are powered by fossil fuels, which are responsible for 8.4% of the total CO2 emission all over the world
We use three items developed by Davis [22] to measure perceived ease of use, and they include: “My experience with using an electric scooter is better than what I expected”; “The service level provided by an electric scooter is better than what I expected”; and “Overall, most of my expectations from using an electric scooter are confirmed”
Summary
The heavy use of non-renewable resources such as fossil fuels is wreaking havoc on nature and leading to climate change [1,2]. The usage rate (electric scooter number/total scooter number) of ESs in Taiwan increased from 0.55% in 2016 to 2.6% in 2019 in, showing that people have come to gradually accept ESs. As mentioned above, this study views Taiwan as source to collect data, and aims to examine the relationships among technology readiness, perceived usefulness, perceived ease of use, awareness of consequences, personal norm, and intention for adopting ES. The coefficient alphas of variables (technology readiness, perceived usefulness, perceived ease of use, intention to adopt ES, awareness of consequences, and personal norm) are 0.918, 0.972, 0.940, 0.945, 0.901 and 0.810 respectively, proving that all variables had a great reliability Excluding those who had no scooter license, had not ridden a scooter in the past two years, and incomplete answers, we left out 73 out of the 300 questionnaires (effective rate is 75.7%). Most of our respondents have a bachelor’s degree (48.5%) and the majority of the respondents’ income is between NT$20,000 and NT$30,000 (42.7%) per month
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