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- 2015
基于网络外部性理论的新能源汽车消费偏好实证研究
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Abstract:
作为低碳时代的“宠儿”，新能源汽车肩负着应对环境污染与能源危机的双重重任。根据消费行为的网络外部性理论，提出了虚荣效应与攀比效应能够提高新能源汽车消费偏好的理论假说，基于409个调研数据的Logistic实证分析支持了该观点。因此，在推广新能源汽车时，政府与企业不应仅局限于提高技术、降低成本、增加补贴等传统手段，准确把握消费者的心理需求，充分利用消费者的外部特征，推出契合其购买偏好的产品更应该是未来的发力点。
As the low-carbon age darling, new energy vehicles shoulder the tasks of coping with environmental pollution and energy crisis. According to the network externality theory of consumer behavior, this paper presents snob effect and bandwagon effect can improve consumer preferences of new energy vehicles. Based on 409 survey data, Logistic empirical analysis also supports this view. Therefore, in promotion of new energy vehicles, government and enterprises should not only improve technology, reduce costs and increase tax subsidies, but also pay close attention to grasp consumers psychological needs, make full use of external characteristics and launch products fitting consumers buying preferences
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