摘要
在能源紧缺和环境污染的双重压力下,节能家电的广泛使用成为我国节能减排的重要手段。本文通过实证研究,主要探寻消费者生活方式和消费者能效标识认知程度的各因子对节能家电购买行为的影响,研究结果表明:中国节能家电购买者以中青年为主,女性居多,他们在家人朋友中是意见领导者,较有主见,他们有一定的品牌忠诚度,对价格比较关注,对广告宣传持怀疑态度,对能效标识认知程度较高,由此本文得出了中国节能家电消费者的一般特征,为企业更好地制定节能家电营销策略提供了研究数据和参考建议。
Under the dual pressures of the energy shortage and the environmental pollution, the widespread use of energy-saving appliances has become an important means of energy conservation. My study is mainly to explore the factors of consumer lifestyles and consumer awareness of energy efficiency label that affecting energy-saving app!iances buying behavior, the findings show that： Chinese energy- saving appliances consumers are mostly middle-aged adults and women, they are more assertive and almost leaders in family and friends, many of them have some brand loyalty, they place more emphasis on the price and remain skeptical of the advertising, they have a better understanding of energy efficiency label, thus we can draw the general characteristics of Chinese energy-saving appliances consumers, the article provide research data and proposal for companies to develop better marketing strategy of energy-saving appliances
出处
《上海管理科学》
2015年第4期70-76,共7页
Shanghai Management Science
基金
国家自然科学基金资助项目(70971123)
关键词
消费者生活方式
能效标识
购买行为
consumer lifestyle
energy efficiency label
purchasing behavior
