摘要：As environmental awareness among the public gradually improves, it is predicted that the trend of green consumption will make green products enter the mainstream market. Hydrogen-electric motorcycles, with eco-friendly and energy-efficient characteristics, have great advantages for development. However, as a type of innovative product, hydrogen-electric motorcycles require further examination with regard to consumer acceptance and external variables of the products. In this study, consumer behavioral intention (BI) for the use of hydrogen-electric motorcycles and its influencing factors are discussed, using innovation resistance as the basis and environmental concern as the adjusting variable. Consumers’ willingness-to-pay (WTP) for hydrogen-electric motorcycles is estimated using the contingent valuation method (CVM). The results found that (1) perception barriers, viz. , usage barrier, value barrier, risk barrier, tradition barrier, and price barrier are statistically significant, whereas image barrier is not; (2) a high degree of environmental concern will reduce the consumers’ innovation resistance to the hydrogen-electric motorcycles; (3) up to 94.79% of the respondents of the designed questionnaire suggested that the promotion of hydrogen-electric motorcycles requires a subsidy of 21.9% of the total price from the government. The mean WTP of consumers for the purchase of hydrogen-electric motorcycles is 10–15% higher than that of traditional motorcycles.
关键词：hydrogen-electric motorcycle; innovation resistance; green consumption
