基于感知风险和涉人程度的消费者新能源汽车购买意愿实证研究

An Empirical Research on the Consumer's Purchase Intention of New Energy Vehicles based on Perceived Risk and Involvement

新能源汽车即节能又环保,是未来汽车产业的发展方向,其在市场中的有效扩散很大程度上依赖于消费者对新能源汽车的采纳行为。本文利用实证方法分析了感知风险和涉入程度对消费者新能源汽车购买意愿的影响;同时,探讨了人口统计变量对本研究中各变量的影响。通过利用SPSS和AMOS17.0软件对收集的264个有效样本进行分析,得出结论:(1)消费者的感知风险会负向影响其对新能源汽车的购买意愿。其中,财务风险、身体风险以及功能风险对购买意愿的影响较大;(2)消费者对新能源汽车的涉入程度会正向影响其购买意愿,而消费者关于新能源汽车的产品知识、产品象征性对其涉入程度有正向影响;(3)不同人口统计特征的消费者的感知风险、涉入程度以及购买意愿部分存在显著差异。最后,对政府和汽车制造商提出了开展新能源汽车市场推广工作的管理建议。

The new energy vehicles, energy-saving and environmental-friendly, are undoubtedly a trend of automotive industry in the future. Efficient diffusion in the market of the new energy vehicles largely depends on consumer＇s acceptance behavior. This paper proposed a model of consumer＇s purchasing in- tention to new energy vehicles from the respective of perceived risk and involvement extent. Additionally, it also carried out a research on the influence of demographic variables. It made the investigations on 264 consumers in several cities in China, and used the software of SPSS and AMOS17.0 to do data analysis and tests the research model and hypotheses. The conclusion is mainly showed as follows： （1） Consumers＇ perceived risk has negative influence on consumers＇ purchase intention towards the new energy vehicles. And, the influence of financial risk, physical risk and performance risk are significant. （2） Consumers＇ involvement level has positive influence on consumers＇ purchase intention towards the new energy vehi- cles. And, product knowledge and product symbol have positive influence on consumers＇ involvement level. （3） Demographic variables have partially influence on the perceived risk, involvement and purchase intention. Finally, the paper put forward some suggestions which are valuable to the government and car companies engaging in the marketing work of new energy vehicles.