This research investigated how new energy innovators' different lifestyles affect their media usage regarding new energy and their new energy product adoption. This paper focused on hybrid cars and hydrogen vehicles as examples for new energy product adoption. Given this goal, the researchers applied factor analysis and cluster analysis to data from new energy innovators divided into four groups: the "outdoorsman group", the" fashion oriented group", the "young and healthy group", the "family-oriented professionals group", and the "plain and conservative group". The new energy innovators in the" fashion oriented group" and the "family-oriented professionals group" have the highest interest in adopting hybrid cars. The new energy innovators in the "family-oriented professionals group" and the "plain and conservative group" have more hydrogen knowledge and higher interests about hydrogen vehicles. This study found the internet and Television are more important media than printed materials regarding the best media channel to promote hybrid cars and hydrogen vehicles. This cross-discipline online survey was formally launched from Aug 2006 to Jan 2007. The survey successfully collected 1113 new energy innovators' information.
【Keywords】 Hybrid Car, Hydrogen Vehicles, Diffusion of Innovation, Life Style, Hydrogen Energy