新能源汽车的消费者接受度及其影响因素分析
Analysis of Consumer Acceptance and Influencing Factors of New Energy Vehicles

为促进新能源汽车在日常生活中的应用，了解消费者对新能源汽车的接受度是十分必要的。本文基于整合技术接受(UTAUT)模型，采用差异性分析、相关分析和结构方程模型等方法，研究了消费者对新能源汽车的接受度及其影响因素。整体而言，消费者对新能源汽车持接受态度；绩效期望、努力期望、便利条件和社会期望四个变量对消费者接受新能源汽车的行为意向具有显著正向影响，影响程度由强到弱依次为社会期望、便利条件、绩效期望、努力期望；性别对接受度无显著差异性，而职业、年龄、经验等对接受度上存在显著影响。本文采用了整合技术接受模型(UTAUT)来研究消费者对新能源汽车的接受度，这是首次将UTAUT模型应用于新能源汽车领域的研究，为理解消费者行为提供了新的视角。除了传统的绩效期望、努力期望、社会期望和便利条件外，论文在UTAUT模型中还加入了感知成本这一变量，深入探讨了成本因素对消费者接受度的影响，丰富了研究模型。相关分析变量后进行了总结，在说明了结论的基础上提出了具体的政策建议。
In order to promote the application of new energy vehicles in daily life, it is necessary to understand the acceptance of new energy vehicles by consumers. Based on the Integrated Technology Acceptance (UTAUT) model, this paper analyzes consumer acceptance of new energy vehicles. Consumers are receptive to new energy vehicles; The four variables of performance expectation, effort expectation, convenience conditions and social expectations have a significant positive impact on consumers’ behavioral intentions to accept new energy vehicles, and the degree of influence from strong to weak is social expectation, convenience conditions, performance expectations and effort expectations. There were no significant differences in acceptance by gender, but there were significant differences in acceptance by occupation, age, experience. This paper uses the Integrated Technology acceptance model (UTAUT) to study consumers’ acceptance of new energy vehicles, which is the first time that the UTAUT model is applied to the research of new energy vehicles, providing a new perspective for understanding consumer behavior. In addition to the traditional performance expectations, effort expectations, social expectations and convenience conditions, this paper also adds the variable of perceived cost into the UTAUT model, and deeply discusses the impact of cost factors on consumer acceptance, which enriches the research model. After the relevant analysis variables are summarized, the specific policy recommendations are put forward on the basis of explaining the conclusions.