A Study on the Selection Attributes of Environmentally Friendly Vehicles - Moderating Effect of Alternative Attractiveness -

With the advancement of technology, many innovations have been introduced into the automotive industry, making transportation safer and more comfortable.As environmental concerns related to climate change become more pressing, it is essential to establish a usage culture for ecofriendly vehicles and to expand their market penetration as alternatives to internal combustion engine vehicles.This study aims to provide insights for establishing a usage culture and expanding the market for eco-friendly vehicles.It analyzes the relationships among the selection attributes, perceived value, and satisfaction of consumers who have experience purchasing and using eco-friendly vehicles.Additionally, it examines the moderating role of alternative attractiveness between selection attributes and perceived value.A survey was conducted with 220 respondents who have experience using ecofriendly vehicles.The results of multiple regression analysis revealed that economy and image positively influence perceived value, while functionality does not.Furthermore, perceived value was found to have a positive effect on satisfaction.Hierarchical regression analysis was performed to examine the moderating effect of alternative attractiveness on the relationship between selection attributes and perceived value.The results showed that alternative attractiveness had a negative moderating effect on the relationship between economy and perceived value.At the same time, it did not moderate the relationships between functionality or image and perceived value.The findings suggest that consumers choosing eco-friendly vehicles prioritize economy and image, providing strategic marketing implications based on the acceptance and rejection of hypotheses.