Electric vehicle (EV) is a car that runs on electricity without any gas, aimed to reduce greenhouse-gas emission while promoting reusable energy other than the diminishing gasoline. Since EV is still considered as a new technology to the general public, many studies are conducted to examine the existing barriers and consumer behaviors to EV. Some literatures suggest the lacking infrastructures is the number one concerns for consumers, and this study is aim to find out what are EV owners mostly concerned about, and how are they being segmented. The data suggests the biggest concern for existing EV owners is the battery life expectancy, and the current owners are technology loving with an interest in real life socializing.
4. Background – Benefit/Motivation
• Government incentives
– Tax credit
– HOV lane
– Designated Parking
• Gas Price vs. Electricity Price
• Less Maintenance
• The reduction on Greenhouse gas
5. Methodology
• Online surveys through EV forums
• On site interview at Tesla Exhibition Room
12. The Most Interesting Finding
• The Biggest Concern:
– Most Literature: Insufficient Charging
Infrastructure
– My Survey: Battery Life Expectancy (62% selected
it as the #1 concern)
13. Conclusion
• Characteristic:
– Most households have more than one car
– Like to socialize while loving new technology
– More than 50% belong to they baby boomer age,
while 37% are generation X.
– The biggest concern is battery life, not charging
infrastructure.
14. Suggestions to My Survey
• Better wording
– Some people says they bailed out my survey in the
middle because of misunderstanding.
• Should’ve included the leasers as “owners”.
15. Thank You
• Kevin Yang
• Business Administration, National University
• Email: kevzyang@gmail.com
Editor's Notes
Diffusion of Innovations.
Note: This is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level.
