28th March, 2014
Group n° 4:
桃忠山Dao Trung Son MA2N0230
林丹尼Danny LIM MA2N0240
杜孟娟Tsatsral Dorjsuren MA2N0246
Course: BUSINESS RESEARCH METHOD COURSE,
Professor: Dr. Feng Hueih Huang
TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION
1.1. Background and Motivation
Nowadays, motorcycles are extremely used in Asian urban areas as in Taiwan, Thailand, Indonesia, Malaysia, Hong Kong and Southern China. Among 23 million residents in Taiwan, there are around 15 million registered motorcycles which is equivalent to nearly one motorcycle for every adult person (Chunto Tso, and Chang S.-Y., 2003). Being the most widely chosen vehicle, Taiwan is a place marked by intensive motorcycle use. By definition, “a motorcycle also called a motorbike, bike or moto, is a two or three wheeled motor vehicle” (Vittore Cossalter, 2006). Motorcycle history begins in the second half of the 19th century. It is descended from the "safety bicycle", a bicycle with front and rear wheels of the same size and a pedal crank mechanism to drive the rear wheel. The first motorcycle powered by a steam engine was built in 1868 by Sylvester Howard Roper, an inventor from Boston, Massachusetts, United States. From this invention, the world’s first gasoline driven motorcycle was created in 1885 by Gottlieb Daimler, a German engineer (Wise David Burgess, 2007). Since that time until today, many motorcycle companies around the world such as Honda, Suzuki, Kawasaki, Yamaha, started to manufacture their own motorcycle. Because of the limited space, population density and the tropical climate, motorcycles have become the most popular mode transportation in Taiwan. In proportion to its density and the number of motorcycles used, it is the country having the highest motorcycle density in the world. Several factors lead to the extensive use of motorcycles in Taiwan such as short daily trip distance, deficiency of parking spaces, high population etc. That is why most of travelers especially students choose motorcycles as their primary means of transportation for daily activities (Chiu Y.C., Tzeng G.H. 1999). Moreover, motorcycles present many advantages. In fact, they are very convenient for getting around the densely populated streets of Taiwan. Students can go anywhere they want without worrying about missing the train or taking the right bus or MRT. Even if public transportations are developed in some areas, taking the train can take more time to get to the destination compared to riding a motorcycle. It provides freedom to the students. Compared to cars, motorcycles are very affordable to buy and its repairing cost is cheaper. However, despite the fact that it presents attractive advantages, a motorcycle also raises drawbacks. Taiwan is packed with people driving cars, buses, trucks and other vehicles on the road. Because of this intensive use of vehicles, driving a motorcycle is dangerous. But most of all, in Taiwan, the urban areas are suffering from the air pollution problem due to the condensed population and high motor vehicle density. Air pollution in Taiwan is rapidly increasing to dangerous levels. With only 23 million residents, Taiwan is the country which emits the most of CO2, holding 1 percent of the global pollution. The country has been ranked as the first in the growth of carbon dioxide emissions (Chang P.-L., Lee K.-C., and Su W.-H., 2013). Around 20 percent is contributed by motorcycles and scooters, whose emissions are worse than cars. Thereby, controlling motorcycles CO2 emission levels is the key to improving the air quality and electric motorcycles seem to be an appealing solution. In fact, “an electric motorcycle consists of a battery that provides energy, an electric motor that drives the wheels and a controller that regulates the energy flow to the motor” (Carl Vogel, 1967). It provides low noise level, high energy efficiency and zero-emission. Because it is using electricity to...
References: Carl Vogel (1967). Build your own electric motorcycle, p.20.23.
Chang P.-L., Lee K.-C., Su W.-H
Chiu Y.C., Tzeng G.H. (9 January 1999). The market acceptance of electric motorcycles in Taiwan experience through a stated preference analysis. Transportation Research Part D 4, 127-146.
Chunto Tso, Chang S.-Y. (2003). A viable niche market – fuel cell scooters in Taiwan. International Journal of Hydrogen Energy 28, 747-762.
Dodds, W. B. (1991). In Search of Value: How Price and Store Name Information Influence Buyers Product Perceptions. The journal of services marketing, 5 (3), p. 27-36.
Duann L.S., Chou H.Y., Wang C.C. (October 2001). The factors affecting the demand for electric motorcycle. Journal of the Eastern Asia Society for Transportation Studies, Vol.4-No.l.
Environmental Protection Administration (EPA), Executive Yuan, R.O.C. (March 1998). Electric motorcycle development action plan.
Lichtenstein D.R., Ridgway N.M. and Netemeyer R.G. (May 1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research Vol. XXX, 234-45.
Nelson P. (1970). Information and Consumer Behavior. Journal of Political Economy.
Schiffman L.G., and Kanuk L.L. (2007). Consumer Behavior, 7th ed., Prentice Hall International, Inc.
Siahaan M.C., Pangemanan S. S., Pandowo M. (2014). Price, Brand Equity, And Perceived Quality On Purchase Intention Of Honda Scooter Motorcycle In Manado. Journal EMBA, Vol. 2 No.1, Hal. 441-449.
Steenkamp J.B., Batra R., and Alden D.L. (2002). How Perceived Brand Global ness Creates Brand Value? Working Paper Series, Social Science Research Network, Social Science Electronic Publishing (SSEP), Inc, Harvard Business School.
Vittore, Cossalter (2 October 2006). Motorcycle Dynamics (Second Edition), p.1.2.
Wise David Burgess (2007). The past – 1800s: First motorcycle, the history and future of Motorcycles and motorcycling.
Submit the Research Proposal
March 28th, 2014
Mid-progress oral presentation
May 9th and 16th, 2014
Submit the Final report
June 20th, 2014
ARTICLE 2: The factors affecting the demand for electric motorcycle
Liang-Shyong DUANN, Hung-Yen CHOU, Chin-Chi WANG - Journal of the Eastern Asia Society for Transportation Studies, Vol.4-No.l, October, 2001
ARTICLE 3: A viable niche market – fuel cell scooters in Taiwan
Chunto Tso, Shih-Yun Chang – International Journal of Hydrogen Energy 28, 2003 (747-762)
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