新能源汽车购买中消费者感知风险对购买意愿的影响研究

发布时间：2018-05-29 06:56

本文选题：新能源汽车 + 购买意愿　；参考：《广西大学》2017年硕士论文

【摘要】：随着近些年来,全球气候变暖、厄尔尼诺现象,以及我国2016年冬季大范围重霾的现象,全球各国都响应新能源替代石油、煤炭,节能减排,保护环境。作为我国的重要发展战略,新能源汽车对减少空气污染和改善人民生活条件具有巨大的影响。新能源汽车将是汽车工业未来发展的趋势。2016年国务院常务会议上,李克强进一步确定新能源汽车产业发展的措施,优化结构促进绿色发展。因此,研究消费者新能源汽车购买意愿的影响因素有重要的实践意义。尤其2017年新的补贴政策出台,补贴额度大幅下降,势必会引起新能源汽车销量下滑,这时宣传引导、降低消费者对新能源汽车的感知风险就非常重要。通过问卷调查,本文研究了消费者感知风险对其新能源汽车购买意愿的影响,同时,将人口统计特征变量作为调节变量,探讨它们对消费者感知风险和新能源汽车购买意愿间关系的影响。本文采用电子问卷进行调查,共得到277份有效问卷,利用SPPS和AMOS对数据进行整理分析。构建了消费者感知风险和新能源汽车购买意愿的结构方程模型,研究表明:新能源汽车购买行为中,消费者的功能风险、财务风险、心理风险和身体风险对其购买意愿有显著负影响,验证假设成立;消费者的时间风险对其购买意愿有显著影响,但是为正向的,验证假设不成立;消费者的社会风险对其新能源汽车购买意愿无显著影响,假设不成立。另外,研究表明不同人口统计特征变量对消费者感知风险和新能源汽车购买意愿间关系的影响有显著差异,假设成立。最后,本文结合我国新能源汽车政策环境、市场环境和本文研究结果,从政府和企业两个角度提出促进新能源汽车行业发展的参考建议。
[Abstract]:With the global warming, El Nino phenomenon and the heavy haze in China in the winter of 2016, many countries around the world are responding to the new energy sources instead of oil, coal, energy saving and emission reduction, and protecting the environment. As an important development strategy of our country, new energy vehicles have great influence on reducing air pollution and improving people's living conditions. The new energy automobile will be the future development trend of the automobile industry. At the executive meeting of the State Council in 2016, Li Keqiang further decided on the measures to develop the new energy automobile industry and optimize the structure to promote the green development. Therefore, it is of great practical significance to study the influencing factors of consumers' willingness to buy new energy vehicles. In particular, the introduction of a new subsidy policy in 2017 and a sharp drop in subsidies will inevitably lead to a decline in sales of new energy vehicles. It is important to guide publicity and reduce consumers' perceived risks to new energy vehicles. Through the questionnaire survey, this paper studies the influence of consumers' perceived risk on their willingness to buy new energy vehicles. At the same time, demographic characteristic variables are taken as adjusting variables. To explore the relationship between perceived risk and willingness to buy new energy vehicles. In this paper, a total of 277 valid questionnaires were obtained by electronic questionnaire, and the data were analyzed by SPPS and AMOS. The structural equation model of consumer perceived risk and purchase intention of new energy vehicle is constructed. The research shows that: in the purchasing behavior of new energy vehicle, the consumer's function risk, financial risk, Psychological risk and physical risk have a significant negative effect on their purchase intention, and verify that the hypothesis is true; the consumer's time risk has a significant impact on their purchase intention, but for the positive, the test hypothesis is not true; Consumers' social risks have no significant influence on their willingness to buy new energy vehicles. In addition, the study shows that there are significant differences in the relationship between consumer perceived risk and purchase willingness of new energy vehicles with different demographic characteristic variables, and the hypothesis is true. Finally, combining the policy environment, market environment and the research results of this paper, this paper puts forward some suggestions to promote the development of new energy automobile industry from the angle of government and enterprise.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F426.471

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