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Article

Gender Differences in the Acceptance of Electric Vehicles: Application of Extended Technology Acceptance Models

확장된 기술수용 모델을 활용한 전기차 수용과 관련된 성별 차이 분석

Edwin A. VACCA1
,
Joonho KO2*
바카 에드윈1
,
고 준호2*
1Ph.D. Candidate, Graduate School of Urban Studies, Hanyang University, Seoul 04763, Korea
2Professor, Graduate School of Urban Studies, Hanyang University, Seoul 04763, Korea
1한양대학교 도시대학원 박사과정
2한양대학교 도시대학원 교수
*Corresponding Author
31 August 2025. pp. 409-437
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Abstract

Of the more than 25.5 million vehicles registered in South Korea in 2022, electric vehicles (EVs) account for only 1.5%. This study aims to investigate factors affecting willingness to accept and use EVs after controlling for users’ attitudes and perceptions by gender. In September 2019, a questionnaire-based survey was conducted targeting a group of 1,500 prospective customers for EVs who reside in metropolitan areas in South Korea. As a practical tool to describe the acceptance of EVs, extended Technology Acceptance Models (TAMs) that include seven deliberate variables were developed based on the structural equation modeling methodology. This paper takes a cross-disciplinary approach, merging the TAM, extended TAM, and gender segmentation in the policies and marketing domain. The results show that men tend to be more concerned about the perceived usefulness and image of EVs than women. Women, meanwhile, are more influenced by the perceived ease of use and trust in EVs than men. The perception of risk associated with EVs was found to negatively impact EV adoption for both men and women to a similar extent. These results are expected to guide policy makers and EV manufacturers in identifying gender-differentiated effective strategies toward faster adoption of EVs.

Keywords
acceptance of electric vehicles
extended technology acceptance model
gender difference
marketing segmentation
sustainable mobility

2022년 한국에서 등록된 2,550만 대 이상의 차량 중 전기차(EV)는 단 1.5%를 차지한다. 본 연구의 주요 목적은 성별에 따른 사용자의 태도와 인식을 통제한 후, EV 수용 의향 및 사용에 영향을 미치는 요인을 조사하는 것이다. 2019년 9월, 한국의 대도시에 거주하는 1,500명의 EV 잠재 고객을 대상으로 설문조사를 실시하였다. EV 수용을 설명하기 위한 실용적인 도구로서, 구조 방정식 모델링 방법론을 기반으로 7개의 변수를 포함한 확장된 기술 수용 모델(TAM)을 개발하였다. 본 연구는 정책 및 마케팅 분야에서 TAM, 확장 TAM, 그리고 성별 세분화를 융합하는 교차 학문적 접근을 취하고 있다. 연구 결과, 남성은 여성보다 EV의 인지된 편의성과 이미지에 더 많은 관심을 가지는 경향이 있으며, 여성은 남성보다 EV의 인지된 사용 편의성과 신뢰에 더 큰 영향을 받는 것으로 나타났다. 또한, EV와 관련된 위험 인식은 남성과 여성 모두에게 유사한 정도로 EV 채택에 부정적인 영향을 미치는 것으로 확인되었다. 이러한 결과는 정책 입안자와 EV 제조업체가 성별로 차별화된 효과적인 전략을 수립하는 데 기초 자료로 활용될 수 있을 것이다.

키워드
전기차 수용
확장된 기술 수용 모델
성별 차이
마케팅 세분화
지속 가능한 모빌리티
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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 : 43
  • No :4
  • Pages :409-437
  • Received Date : 2024-12-05
  • Revised Date : 2025-01-02
  • Accepted Date : 2025-05-09
  • DOI :https://doi.org/10.7470/jkst.2025.43.4.409
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