低碳汽车消费决策影响因素研究

Research of Influencing Factors on Low-Carbon Auto Consumption

从行为科学的视角,以计划理论模型为基础,在前人的基础上对目前低碳汽车购买决策影响因素进行分析,构建新环境下低碳汽车购买决策形成模型,进行问卷调查,根据数据分析结果提出有关市场营销和政策支持建议.研究发现,态度与行为相关关系较小,主观规范对行为意向的影响最强,知觉行为控制对意向和行为之间的关系具有较强的调节作用,其中消费环境对消费行为的促进作用大于消费能力.

From the perspective of behavior science and based on planning theory model and the predecessors＇ researches, we give an analysis of the influencing factors on the low - carbon auto purchase decision - making and construct a corresponding model. We have also made a questionnaire and, based on the data analysis, we put forward suggestions about marketing and policy support. It is found that the correlation between attitudes and behaviors is low, that sub- jective norm has the strongest influence on behavior intention among the three factors, and that perceived behavior control modulates the relationship between intention and behavior. Con- sumption environment has stronger influence in promoting consumption behavior than consump- tion capability.