摘要
以有机整合理论为理论指引,结合我国新能源汽车消费者购买动机变化,从政策引导、营销与认知形成、概念树立及认知内化,解构外部动机向内部动机转化的过程。分析发现,购买动机主要由外部调节支配,以获得政策补贴为主要调节过程和动因。其次,购买动机由外至内的过程中内化调节受阻,消费者对新能源汽车的认知与接受度均处较低水平。相关建议根据外部调节所涉方面提出。
Guided by the organic integration theory and combined with the changes in the purchase motivation of new energy vehicle consumers,the process of transformation from external motivation to internal motivation is deconstructed from policy guidance,marketing and cognitive formation,concept establishment and cognitive internalization.The analysis finds that the purchase motivation is dominated by external regulation,the main regulation process and motivation are to obtain policy subsidies.Secondly,the internalization and regulation of purchase motivation are blocked in the process from outside to inside,consumers’cognition and acceptance of new energy vehicles are at a low level.Relevant suggestions are proposed based on the aspects involved in external regulation.
作者
张雪
梁庭萱
Zhang Xue;Liang Tingxuan(China Auto Information Technology Co.,Ltd.,Tianjin 300300)
出处
《汽车文摘》
2023年第11期29-33,共5页
Automotive Digest
关键词
新能源汽车
购买动机
有机整合理论
New energy vehicle
Purchase motivation
Organic integration theory
