自我建构与营销信息对新能源汽车采用意愿的影响研究

发布时间：2018-04-09 19:18

本文选题：自我建构　切入点：信息框架　出处：《生态经济》2017年09期

【摘要】：我国新能源汽车市场尚处于发展初期,在不断完善技术、优化商业模式的同时,有效引导消费者的利益认知也是新能源汽车市场发展的关键所在。企业的营销信息是消费者了解产品的重要途径,因此,营销信息对新能源汽车采用意愿的影响机制研究十分必要。文章运用心理学实验的方法,设计以新能源汽车利益诉求为主要信息的实验材料,引入自我建构这一心理变量,探究不同信息框架和社会距离框架对个体新能源汽车采用意愿的影响,最终对217个被试者数据进行方差分析和均值差异性检验。研究结果表明:独立自我建构的个体在"促进"信息框架下的采用意愿更强,关联自我建构的个体在"防御"信息框架下的采用意愿更强,当材料强调"利社会—防御"时关联自我建构的个体采用意愿最强。最后,基于研究结果为新能源汽车的营销推广实践工作提出建议。
[Abstract]:The new energy automobile market in our country is still in the early stage of development. While perfecting the technology and optimizing the business model, the key to the development of the new energy automobile market is to effectively guide the consumers' understanding of the interests of the new energy vehicle market.The marketing information of enterprises is an important way for consumers to understand the products. Therefore, it is necessary to study the influence mechanism of marketing information on the willingness to adopt new energy vehicles.In this paper, the psychological experiment method is used to design the experimental material with the main information of the interest demand of the new energy vehicle, and the psychological variable of self-construction is introduced.This paper explores the influence of different information frameworks and social distance frameworks on the willingness of individuals to adopt new energy vehicles, and finally carries out variance analysis and mean difference test on 217 subjects.The results show that the individuals with independent self-construction are more willing to adopt in the framework of "promoting" information, and those who are connected with self-construction are more willing to adopt in the framework of "defense".Individuals associated with self-construction are the most willing to use when the material emphasizes social-defense benefits.Finally, based on the research results, some suggestions are proposed for the marketing and promotion of new energy vehicles.
【作者单位】：天津理工大学管理学院;
【基金】：天津市科技计划项目“我国新能源汽车产业发展战略研究”(15JCTPJC61800) 教育部哲学社会科学研究重大课题攻关项目“京津冀协同发展战略实施中若干重大问题研究子课题”(15JZD021)
【分类号】：F274;F426.471

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