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Article

Market Segmented Analysis of Electric Vehicle Purchasing Behavior in Seoul

서울시 전기차 구매행태에 대한 시장분할 분석

Jin-Seok HAHN1
,
Jang-Ho LEE2*
한 진석1
,
이 장호2*
1Department of Atmospheric and Climate Change Research, Korea Environment Institute, Sejong 30147, Korea
2School of Railroad Engineering, Korea National University of Transportation, Gyeonggi 16106, Korea
1한국환경정책평가연구원 기후대기연구부
2한국교통대학교 철도공학부
* 교신저자* Corresponding Author
April 2018. pp. 129-140
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Abstract

In this study, we analyzed the electric vehicle (EV) purchasing behavior with market segmentation in Seoul using the binary logit model. For the model estimation, the experimental design of SP survey generated 24 scenarios with purchase price, charging station availability, and driving range of EVs. The results of market segmentation analysis indicated that the owners of subcompact and compact size cars were primarily affected by the purchasing price while those of mid and full size cars were more sensitive to the charging station availability. By housing type, the charging station availability was the most important factor for the residents of apartment while the purchase price was the most important factor to choose the EVs. These results presented that the EV supply strategy of the automobile manufacturer should be diversified according to the marketing target and the expansion of the public charging infrastructure should be the top priority in the government policy.

Keywords
binary logit model
electric vehicle
market segmentation
SP survey
vehicle choice model

본 연구에서는 이항로짓모형 기반의 시장분할을 고려한 전기차 선택모형을 추정하여 전기차 잠재 수요층의 전기차 구매행태를 분석하였다. 모형 구축을 위하여 서울시에 거주하는 차량운전자를 대상으로 전기차 구매가격, 공용 충전인프라 구축 수준, 1회 충전 주행가능거리 등의 가상 시나리오에 대하여 전기차 선택여부를 조사하였다. 차급별로 구분하면 경 ‧ 소형 차급 보유자는 차량 구매가격이 가장 큰 영향을 미치며, 중 ‧ 대형 차급 보유자는 공용 충전인프라 구축 수준을 중요시하는 것으로 나타났다. 주택유형으로 분할한 경우 공동주택 거주자는 전기차 선택 시 공용 충전인프라 구축 수준을 가장 크게 고려하지만, 단독주택 거주자는 차량 구매가격에 가장 민감한 것으로 분석되었다. 이상의 결과를 토대로 자동차 제작사의 전기차 보급 전략이 전략적 구매층을 어디로 설정하느냐에 따라 달라져야 함을 보여주며, 정부의 전기차 보급정책으로는 공용 충전인프라의 확대가 가장 우선적으로 추진되어야 할 필요가 있다.

키워드
이항로짓모형
전기차
시장분할
SP조사
차량선택모형
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Information
  • Publisher :Korean Society of Transportation
  • Publisher(Ko) :대한교통학회
  • Journal Title :Journal of Korean Society of Transportation
  • Journal Title(Ko) :대한교통학회지
  • Volume : 36
  • No :2
  • Pages :129-140
  • Received Date : 2018-01-12
  • Revised Date : 2018-03-12
  • Accepted Date : 2018-04-10
  • DOI :https://doi.org/10.7470/jkst.2018.36.2.129
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