Investigating Consumers' Demand for Electric Scooter Usage Based on User-Product Interaction
Authors: Fei-Hui Huang
Abstract: Scooters have traditionally been the most popular mode of transportation for the majority of the Taiwanese population who rely on two-wheelers. However, due to concerns about environmental sustainability and air pollution reduction, the Taiwanese government has been actively promoting electric two-wheelers (E2Ws). For example, to improve the charging convenience of E2Ws, the Taiwanese government initiated the infrastructure for charging pillars in 1995 and innovative battery swapping system services in 2010. It wasn't until the emergence of Gogoro, a company that introduced lightweight and aesthetically appealing electric scooters (e-scooters) and over 2,200 battery swapping stations in 2016, that E2Ws became competitive in the scooter market. These developments have contributed to promoting the adoption of E2Ws as a more sustainable and environmentally friendly alternative to gasoline-powered scooters. However, despite these efforts, scooters still dominate the two-wheeler vehicle market, accounting for over 90% of sales in 2022, while E2Ws, including e-scooters, electric bicycles (e-bikes), and Pedal Electric Cycle (Pedelec), account for only 2%.The development of E2Ws has primarily concentrated on addressing consumer issues through technical solutions, leading to industry growth. However, convincing consumers to switch from mature products and services like gasoline-powered scooters and gas stations to emerging E2Ws like e-scooters and battery swapping stations without considering their actual needs presents a significant challenge. Therefore, emerging products and services must be designed with a user-centered approach to fulfill their requirements, offer innovative solutions, and enhance competitiveness in the market. This study aims to investigate why consumers prefer to purchase scooters over e-scooters. The study will use a subjective questionnaire survey to gather qualitative and quantitative feedback from respondents with experience riding E2W vehicles. The survey data will be analyzed to better understand consumers' preferences and needs for two-wheeler transportation. The study's results are expected to provide valuable information for policymakers and stakeholders in the transportation industry, as well as manufacturers of e-scooters, who can use the information to improve their products and services to meet the needs and preferences of consumers.Ultimately, this study aims to promote the adoption of e-scooters as a more sustainable and environmentally friendly alternative to gasoline-powered scooters. The findings of this study will help identify the key factors that influence consumers' choices and will provide recommendations for improving e-scooter products or related services to meet consumer demands, not only in Taiwan but also in other countries facing similar transportation challenges. By doing so, this study will contribute to the development of more sustainable and efficient transportation systems globally.
Keywords: Sustainability Transportation, Electric two-wheeler vehicles, User-centered design
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