自我建构视角下社会距离对新能源汽车购买意愿的影响机制研究

发布时间：2018-04-15 04:24

本文选题：自我建构 + 社会距离　；参考：《天津理工大学》2017年硕士论文

【摘要】：在能源和环境的双重危机驱动下,新能源汽车将是未来汽车产业发展的必然趋势。在国家和地方政策的支持下,近两年我国新能源汽车产销量实现快速增长。但这样的井喷式增长是政府政策刺激的结果,而并非来自真正的市场内生动力,并且政府一直以来的主导地位弱化了市场本身的作用,造成广大消费者对新能源汽车本身以及其利益认知的不足,成为了众多消费者对新能源汽车选择和购买的障碍。因此,如何正确引导消费者心理认知,如何有效激发消费者的新能源汽车购买意愿,是提升新能源汽车市场发展内生动力的重要问题。新能源汽车作为一种节能环保型绿色产品,其购买行为是从认知到决策等一系列复杂心理变化的过程,因此,无论是政府还是企业都应该注重深入理解和把握这一过程。已有研究中对新能源汽车购买意愿影响机制的研究还较少,因此本文基于自我建构视角,引入自我建构这一消费细分变量,讨论了自我建构与社会距离对消费者新能源汽车购买意愿的影响机制,并为企业新能源汽车营销推广实践工作提出策略建议。本文的工作内容主要包括:(1)首先对相关理论及研究进行了回顾和梳理,对变量之间的关系进行了文献研究和归纳,构建概念模型并提出研究假设;(2)其次是实验研究,即设计情境模拟实验材料,共收集116份有效数据,采用双因素方差分析和T检验分析的方法对两因素在购买意愿上的交互影响进行了验证,然后通过简单效应分析对交互效应进行解释;(3)再次是实证研究,共收集有效问卷300份,通过文献分析和成熟量表的借鉴,设计本研究的测量量表,运用收集到的数据对量表进行了信度与效度检验,最后通过逐步回归的方法对研究假设进行了检验;(4)最后提出了一些营销策略建议。通过上述研究得出的主要研究结论有:(1)自我建构和社会距离对新能源汽车购买意愿具有显著的交互影响,且两者存在关联匹配效应,即对于独立型自我建构的个体来说,较近的社会距离能够刺激其更强的购买意愿;而对关联型自我建构的个体,较远的社会距离能够刺激其更强的购买意愿;(2)社会距离在自我建构的两个水平上的主效应都显著;(3)社会距离对自我建构与购买态度、自我建构与主观规范这两组关系具有调节作用,但是对自我建构与知觉行为控制并没有显著的影响。最后本文基于研究结论分别从政府层面以及企业层面提出了一些营销策略建议,建议企业将“自我建构”作为目标人群的区分变量,并向不同市场细分传递“关联”的营销信息,同时结合详细的产品相关信息提升消费者知觉行为控制。建议政府相关部门积极引导公众对新能源汽车利益的较远社会距离感知,也可以激发公众的情境型自我建构,并传递关联信息,进而影响并促进消费者新能源汽车购买意愿。
[Abstract]:Driven by the dual crisis of energy and environment, new energy vehicles will be the inevitable trend of the development of automobile industry in the future.With the support of national and local policies, the production and sales of new energy vehicles in China have achieved rapid growth in recent two years.But this kind of blowout growth is the result of government policy stimulus, not from the real market endogenous power, and the government's dominant position has weakened the role of the market itself.The shortage of consumers' cognition of the new energy vehicle itself and its benefits has become an obstacle for many consumers to choose and purchase new energy vehicles.Therefore, how to correctly guide consumers' psychological cognition and how to effectively stimulate consumers' willingness to purchase new energy vehicles is an important issue to promote the endogenous power of the development of new energy vehicle market.As a green product of energy saving and environmental protection, the purchase behavior of new energy vehicle is a series of complex psychological changes from cognition to decision. Therefore, both government and enterprise should pay attention to understand and grasp this process deeply.There are few studies on the influence mechanism of the purchase intention of new energy vehicle in the existing research, so this paper introduces the self-construction as a consumption subdivision variable based on the perspective of self-construction.This paper discusses the influence mechanism of self-construction and social distance on consumers' willingness to buy new energy vehicles, and puts forward some suggestions for the marketing and promotion of new energy vehicles in enterprises.The work of this paper mainly includes: (1) reviewing and combing the relevant theories and studies, researching and summarizing the relationship between variables, constructing the conceptual model and putting forward the research hypotheses.The experiment materials were designed and 116 valid data were collected. The interaction of the two factors in the purchase intention was verified by using the method of two-factor ANOVA and T-test analysis.Then it is an empirical study to explain the interaction effect through simple effect analysis. A total of 300 valid questionnaires are collected. Through the literature analysis and the reference of the mature scale, the measurement scale of this study is designed.The reliability and validity of the scale are tested by the collected data. Finally, the research hypotheses are tested by stepwise regression method. Finally, some suggestions on marketing strategies are put forward.The main conclusions obtained from the above research are: (1) Self-construction and social distance have significant interactive effects on the willingness to buy new energy vehicles, and there is a correlation matching effect between the two, that is, for individuals with independent self-construction,A closer social distance can stimulate a stronger willingness to buy; and for an associative self-constructed individual,Distant social distance can stimulate its stronger willingness to buy. (2) the main effect of social distance on the two levels of self-construction is significant (3) the social distance has a significant attitude towards self-construction and purchase.The relationship between self-construction and subjective norms can regulate, but it has no significant effect on self-construction and perceptual behavior control.Finally, based on the conclusion of the research, this paper puts forward some marketing strategy suggestions from the government level and the enterprise level, and suggests that enterprises take "self-construction" as the distinguishing variable of the target population.The marketing information of "relevance" is transmitted to different market segments, and combined with detailed product-related information, consumer perceptual behavior control is enhanced.It is suggested that the relevant government departments should actively guide the public to perceive the interests of new energy vehicles from a far distance, which can also stimulate the public's situational self-construction and transmit relevant information so as to influence and promote consumers' willingness to buy new energy vehicles.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F713.55

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