节能与新能源汽车产品感知质量与顾客购买意愿关系研究

发布时间：2019-01-27 08:15

【摘要】：面对产能过剩危机,低碳理念革新,环境税箭在弦上,节能与新能源汽车的发展无疑是当今汽车产业的热门话题。近年来,为了应对石油资源短缺和环境保护压力,美日欧等发达国家政府和世界知名汽车公司均已投入巨资开始进行节能与新能源汽车的研究和开发,把发展节能与新能源汽车作为提高产业竞争能力、保持经济社会可持续发展的重大战略举措,并制定规划以加快其产业化和商业化进程。本文以我国内陆地区节能与新能源汽车的消费者为对象,主要研究产品感知质量、公民环保意识、政府政策引导和顾客购买意愿的相互关系。首先在理论研究基础上构建了节能与新能源汽车购买影响因素模型；然后从实证出发,利用SPSS 16.0统计软件对调研数据进行分析,得到以下结论：(1)节能与新能源汽车产品感知质量构念包括产品内在质量、外在质量和售后服务质量三个维度。(2)产品感知质量的三个维度对顾客购买意愿有正向显著性影响。(3)人口统计变量对顾客购买意愿有不同影响。(4)产品内在质量、外在质量对顾客购买意愿的影响受到公民环保意识的调节作用；产品内在质量、外在质量和售后服务质量对顾客购买意愿的影响受到政府政策引导的调节作用。本文基于消费者视角深入剖析节能与新能源汽车产业化过程中存在的问题和原因,有助于政府分析出如何创造一种有利于节能与新能源汽车的销售环境,最大限度地开发市场价值；有助于企业深入了解顾客购买行为的诱因,更好地把握顾客心理,以促进我们对于节能与新能源汽车购买的理解。最后,为相关企业制定营销策略提出建议。
[Abstract]:Faced with the crisis of overcapacity, the innovation of low-carbon concept and the development of environmental tax, the development of energy-saving and new energy vehicles is undoubtedly a hot topic in the automotive industry. In recent years, in order to cope with the shortage of oil resources and the pressure of environmental protection, the governments of developed countries, such as the United States, Japan and Europe, and world-renowned automobile companies have invested a lot of money in the research and development of energy-saving and new energy vehicles. The development of energy-saving and new energy vehicles is regarded as an important strategic measure to improve the competitiveness of industry and maintain the sustainable development of economy and society, and a plan is drawn up to speed up the process of industrialization and commercialization. Taking the consumers of energy saving and new energy vehicles in inland areas of China as the object, this paper mainly studies the relationship between the perceived quality of products, the awareness of environmental protection of citizens, the guidance of government policies and the willingness of customers to buy. Firstly, based on the theoretical research, a model of factors influencing the purchase of energy saving and new energy vehicles is constructed. Then, by using the SPSS 16.0 statistical software to analyze the survey data, the following conclusions are obtained: (1) the perceived quality of energy saving and new energy vehicle products includes the inherent quality of the product. The three dimensions of external quality and after-sales service quality. (2) the three dimensions of product perceived quality have a positive and significant impact on customer purchase intention. (3) demographic variables have different effects on customer purchase intention. (internal quality of product, The influence of external quality on customer's purchase intention is regulated by citizen's environmental protection consciousness; The influence of product internal quality, external quality and after-sales service quality on customer purchase intention is regulated by government policy guidance. Based on the perspective of consumers, this paper analyzes the problems and causes in the process of energy saving and the industrialization of new energy vehicles, which is helpful for the government to analyze how to create an environment conducive to the sale of energy saving and new energy vehicles. Develop market value to the maximum extent; It is helpful for enterprises to understand the inducement of customers' purchase behavior and better grasp customer psychology so as to promote our understanding of energy saving and new energy automobile purchase. Finally, some suggestions are put forward for the related enterprises to formulate marketing strategies.
【学位授予单位】：大连交通大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.471

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