基于方法—目的链模型的新能源汽车消费者行为分析
发布时间：2018-12-10 14:20
【摘要】：中国汽车数量激增带来的能源消耗与环境问题，使新能源汽车成为政府和所有汽车企业关注的焦点。环保节能的新能源汽车，必然是汽车产业的未来发展方向，但消费者对新能源汽车的消费偏好制约着新能源汽车有效快速地市场扩张。因此，调查研究消费者购买新能源汽车时消费行为的主要影响因素对企业、政府制定相应的策略、政策有非常重要的理论和实践意义。 本文旨在运用方法-目的链理论对新能源汽车消费行为进行深入分析，用因子分析和典型相关分析两种方法，探寻消费者在消费新能源汽车时其产品属性、利益、价值之间存在的关系。同时，将人口信息统计变量作为调节变量，探讨其对本研究中涉及的产品属性、消费结果和价值观各变量的影响程度。其次，运用SPSS软件对收集到的466个有效样本进行数据整理和分析，并对方法-目的链模型进行了检验，得到的结论主要有：消费者在购买新能源汽车时重视产品属性中的美观舒适、安全性、新能源技术、口碑与宣传、经济性，来获得功能结果、社会心理结果、环保结果的利益，实现受尊重、归属感和亲情的价值观。本研究拓宽了方法-目的链的应用领域，所提出的研究结论对新能源汽车营销实践具有指导意义。
[Abstract]:Energy consumption and environmental problems caused by the surge in the number of cars in China have made new energy vehicles the focus of attention of the government and all auto companies. The environmental protection and energy saving new energy automobile is the future development direction of the automobile industry, but the consumer's consumption preference to the new energy automobile restricts the new energy automobile to expand the market effectively and quickly. Therefore, it is of great theoretical and practical significance to investigate and study the main influencing factors of consumers' consumption behavior when buying new energy vehicles for enterprises and the government to formulate corresponding strategies. The purpose of this paper is to analyze the consumption behavior of new energy vehicles by means of method-object chain theory, and to explore the product properties and benefits of consumers when consuming new energy vehicles by using factor analysis and canonical correlation analysis. The relationship between values. At the same time, the statistical variables of population information are taken as the regulating variables, and the influence of the variables on the product attributes, consumption results and values involved in this study is discussed. Secondly, the data of 466 valid samples collected were analyzed by SPSS software, and the method-target chain model was tested. The main conclusions are as follows: consumers pay attention to the beauty and comfort, safety, new energy technology, word of mouth and publicity, economy when buying new energy vehicles to obtain the benefits of function, social psychology, and environmental protection. Realize the values of respect, belonging and affection. This research broadens the application field of the method-target chain, and the research conclusions are of guiding significance to the marketing practice of new energy vehicles.
【学位授予单位】：赣南师范学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
本文编号：2370726
[Abstract]:Energy consumption and environmental problems caused by the surge in the number of cars in China have made new energy vehicles the focus of attention of the government and all auto companies. The environmental protection and energy saving new energy automobile is the future development direction of the automobile industry, but the consumer's consumption preference to the new energy automobile restricts the new energy automobile to expand the market effectively and quickly. Therefore, it is of great theoretical and practical significance to investigate and study the main influencing factors of consumers' consumption behavior when buying new energy vehicles for enterprises and the government to formulate corresponding strategies. The purpose of this paper is to analyze the consumption behavior of new energy vehicles by means of method-object chain theory, and to explore the product properties and benefits of consumers when consuming new energy vehicles by using factor analysis and canonical correlation analysis. The relationship between values. At the same time, the statistical variables of population information are taken as the regulating variables, and the influence of the variables on the product attributes, consumption results and values involved in this study is discussed. Secondly, the data of 466 valid samples collected were analyzed by SPSS software, and the method-target chain model was tested. The main conclusions are as follows: consumers pay attention to the beauty and comfort, safety, new energy technology, word of mouth and publicity, economy when buying new energy vehicles to obtain the benefits of function, social psychology, and environmental protection. Realize the values of respect, belonging and affection. This research broadens the application field of the method-target chain, and the research conclusions are of guiding significance to the marketing practice of new energy vehicles.
【学位授予单位】：赣南师范学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
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