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消费价值观对新能源汽车购买意愿的影响研究
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Abstract:
在补贴政策下滑之际，探究影响新能源汽车购买意愿的内在稳定因素尤为重要。以往学者主要采用计划行为理论，并因为没有考虑特定的因素而受到质疑。为此，本研究运用计划行为理论和价值–态度–行为模型，考察导致人们做出特定行为的原始驱动力(价值观)对新能源汽车购买意向的影响。通过构建结构方程模型进行假设检验，研究发现：绿色消费价值观和创新价值观会正向影响购买态度，且绿色消费价值观对态度的影响程度更大；同时态度对意愿也会有显著影响；此外，绿色消费价值观和创新价值观均会直接影响新能源汽车购买意愿，且创新价值观的直接影响更大。基于以上结论，本研究为后补贴时代新能源汽车市场化发展提供了方向，丰富了价值观对新能源汽车购买意愿的影响研究。
At a time of declining subsidy policies, it is particularly important to explore the intrinsic stability factors that influence the willingness to purchase new energy vehicles. Previous scholars have mainly used the theory of planned behavior and have been questioned for not considering specific factors. For this reason, this study uses the theory of planned behavior and the val-ue-attitude-behavior model to examine the influence of the original drivers (values) that lead peo-ple to engage in specific behaviors on the purchase intention of new energy vehicles. By construct-ing a structural equation model for hypothesis testing, the study found that: green consumption values and innovation values positively influence purchase attitudes, and green consumption val-ues have a greater degree of influence on attitudes; also attitudes have a significant influence on intentions; furthermore, both green consumption values and innovation values directly influence new energy vehicle purchase intentions, and innovation values have a greater direct influence. Based on the above findings, this study provides a direction for the market development of new en-ergy vehicles in the post-subsidy era, and enriches the research on the influence of values on the purchase intention of new energy vehicles.
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