摘要
新能源汽车属于一定意义上的绿色产品,研究消费者对其购买意愿的影响因素,有助于促进双碳目标的实现。基于MOA与TAM构建的扩展模型,在SOR理论框架下从消费者自身因素、外界环境因素及新能源汽车自身特点出发,构建新能源汽车消费者购买意愿的整合模型,采用结构方程对模型和假设进行检验。研究表明:刺激因素中,动机、机会、能力均对消费者购买意愿有正向影响,机会较动机和能力的影响程度更大;机体因素中,对新能源汽车的有用性与易用性感知均正向影响购买意向,感知风险性对购买意愿起到负向制约作用,当感知到的风险越强烈,越会削弱新能源汽车购买意向。
New energy vehicles belong to green products in a certain sense.The study of the influencing factors of consumers on their purchase intention is helpful to promote the realization of the goal of carbon peaking and carbon neutrality.Based on the extended model constructed by MOA and TAM,under the theoretical framework of SOR,this study consists of the consumer factors,external environmental factors and the characteristics of new energy vehicles,and uses structural equations to test the model and hypothesis.The research shows that among the stimulus factors,motivation,opportunity and ability all have a positive influence on consumers'purchasing intention,and opportunity has a greater influence than motivation and ability.Among the body factors,the perception of the usefulness and ease of use of new energy vehicles positively affect the purchase intention,and the perceived risk plays a negative constraint on the purchase intention.When the perceived risk is stronger,the more likely the purchase intention of new energy vehicles will be weakened.Finally,make relevant marketing suggestions for the government and the new energy vehicle industry manufacturers.
作者
杨铮
崔彩霞
Yang Zheng;Cui Caixia(College of Environmental Engineering and Management,Liaoning Technical University,Fuxin Liaoning 123000;College of Marketing and Management,Liaoning Technical University,Huludao Liaoning125105)
出处
《沈阳师范大学学报（社会科学版）》
2023年第5期54-62,共9页
Journal of Shenyang Normal University(Social Science Edition)
基金
辽宁省教育厅高等学校基本科研项目(LJKR0149)。
