基于消费者视角的纯电动汽车购买决策影响因素及市场化研究

发布时间：2018-05-01 23:46

本文选题：纯电动汽车 + 购买决策模型　；参考：《华东理工大学》2014年硕士论文

【摘要】：近几年来,随着油价的不断上涨以及人们环保意识的不断增强,我国消费者对于纯电动汽车的追求越来越强烈,使得纯电动汽车在国内汽车行业备受推崇,发展势头良好,销售逐年增长。但是我国纯电动汽车还处于市场的起步阶段,仅有少数汽车企业的纯电动汽车获得用户的青睐,相对于传统汽车来说市场规模仍然很小。则消费者对于汽车生产企业制造出的纯电动汽车是否会做出购买决策,什么因素导致消费者购买决策的制定,以及纯电动汽车的市场化发展前景如何是非常有必要研究的内容。首先,基于纯电动汽车的研究现状、消费者行为以及购买决策的理论基础,从消费者自身、外部因素两个方面来阐述消费者购买纯电动汽车这一新技术产品的影响因素,并提出相应的研究假设。消费者自身的影响因素包括消费者人口统计特征、心理因素、生活态度和消费者感知四个方面；外部影响因素主要包括社会影响因素、技术因素和政府影响三个方面。利用SPSS17.0和AMOS17.0软件对问卷结果进行统计分析,并采用结构方程对消费者纯电动汽车购买决策进行深入分析,对建立的购买决策影响因素模型进行验证和完善。其次,依据调研所得消费者购买纯电动汽车影响因素及相关数据,进一步构建基于系统动力学的纯电动汽车市场化系统模型,利用Vensim软件仿真纯电动汽车的市场保有量及消费者对纯电动汽车的接受程度,并模拟纯电动汽车市场化发展的要素及环境。最后,通过消费者购买决策影响因素实证研究及纯电动汽车市场化系统仿真分析,得知基础设施因素在纯电动汽车的市场化发展中起到支撑作用,政府因素起到推动作用。同时,分别就企业、政府和消费者三个层面,针对纯电动汽车市场化发展提供了相应的决策建议。
[Abstract]:In recent years, with the rising oil price and the increasing awareness of environmental protection, the pursuit of pure electric vehicles is becoming stronger and stronger, which makes pure electric vehicles highly respected in the domestic automobile industry, and the development momentum is good. Sales are increasing year by year. But the pure electric vehicle of our country is still in the initial stage of the market, only a few automobile enterprises get the favor of the users, compared with the traditional automobile, the market scale is still very small. It is necessary to study whether the pure electric vehicle manufactured by the automobile manufacturing enterprise will make the purchase decision, what factors lead to the consumer purchase decision, and what the market-oriented development prospect of the pure electric vehicle is. First of all, based on the current research situation of pure electric vehicle, consumer behavior and the theoretical basis of purchasing decision, this paper expounds the influencing factors of consumer purchase of pure electric vehicle, which is a new technology product, from two aspects of consumers themselves and external factors. And put forward the corresponding research hypothesis. The influencing factors of consumers themselves include demographic characteristics, psychological factors, attitude towards life and consumer perception, while external factors mainly include social factors, technical factors and government influence. The questionnaire results are statistically analyzed by SPSS17.0 and AMOS17.0 software, and the purchasing decision of pure electric vehicle is analyzed by structural equation, and the model of influencing factors of purchase decision is verified and perfected. Secondly, according to the influence factors and related data of consumer purchasing pure electric vehicle, the market system model of pure electric vehicle based on system dynamics is further constructed. Vensim software is used to simulate the market quantity of pure electric vehicle and the acceptance degree of consumers to pure electric vehicle, and to simulate the factors and environment of pure electric vehicle market development. Finally, through the empirical study of the influencing factors of consumer purchase decision and the simulation analysis of the market-oriented system of pure electric vehicle, it is found that the infrastructure factor plays a supporting role in the development of pure electric vehicle market, and the government factor plays a role in promoting the development of pure electric vehicle market. At the same time, on the three levels of enterprise, government and consumer, the corresponding decision suggestions are provided for the market-oriented development of pure electric vehicle.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F713.55;N941.3

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