Author: 赫勇
He, Yong
Title: 中国新能源汽车购买意愿的影响因素和营销策略研究
Other Title: Antecedents of consumers’ purchase intention for new energy vehicles in China and their implications for marketing strategies
Advisors: 张绪彬 (MM)
Degree: D.Mgt.
Year: 2020
Subject: Electric automobiles -- China
Automobile industry and trade -- China
Consumer behavior
Consumers -- Attitudes
Hong Kong Polytechnic University -- Dissertations
Department: Faculty of Business
Pages: vi, 94 pages : color illustrations
Language: Chinese
Abstract: 伴随着全球环境问题的日益加剧,在寻求解决空气污染和气候问题的过程中,替代传统高污染能源的新能源汽车有了广阔的发展空间。中国作为全球新能源汽车保有量最大的国家,巨大的市场空间和快速的技术进步使得新能源汽车处于前所未有的发展环境之中。准确把握影响消费者购买意愿和行为的影响因素及其相互关系,采取有效方式强化消费者的购买动机,刺激消费者的购买欲望成为新能源汽车消费行为研究的重要内容。 本研究以比亚迪汽车在中国大陆市场的销售现状调查结果为对象,提出了消费者环境态度、新能源汽车环境保护认知、新能源汽车政策强度和新能源汽车产品认知度等基本构念和变量。建立了新能源汽车购买意愿研究模型,提出了各变量对新能源汽车购买意愿的影响的假设,并对新能源汽车产品认知度的中介效应和新能源汽车"政策强度"和"驾乘体验"的调节效应进行了分析。研究以比亚迪汽车销售4S 店到店客户为调查对象,利用结构方程模型(SEM)对收集到的357份有效问卷进行了分析。 研究表明:消费者关于新能源汽车产品认知度对购买意愿有显著影响,而且还在消费者新能源汽车环保认知和购买意愿之间起到中介作用。消费者的环境态度可以提升其新能源汽车的产品认知度,但不直接影响其购买意愿。消费者感受到的新能源汽车政策的强度不再成为影响新能源汽车产品认知和购买意愿相互关系的主要因素,取而代之的是消费者关于新能源汽车的驾乘体验。
Rights: All rights reserved
Access: restricted access

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