农村居民节能家电购买行为的影响因素

Study on the Influence Factors of Rural Residents' Purchasing Behavior of Energy-Saving Appliances

根据浙江省614位农村居民的调查数据,运用结构方程模型,分析了农村居民节能家电购买行为的影响因素。结果表明,产品认知水平对农村居民节能家电购买行为的正向影响最为显著,而产品价格感知则是最主要的负向影响因素。此外,日常节能习惯、生态环境意识和社会责任意识对农村居民节能家电购买行为也具有正向的影响效应。因此,企业对节能家电宣传和促销时,要强化对节能家电的特性、标识以及消费者如何选择等知识的传播,提高消费者对产品的认知水平。节能家电的价格偏高,一定程度上抑制了农村居民的购买行为,针对农村地区,应进一步实施对节能家电的专项补贴,推动农村居民购买节能家电。此外,政府应充分发挥社会各界的力量,利用多种渠道,营造全社会参与节能的良好氛围,使节能家电在全社会尤其是农村得到大范围推广。

According to the survey data of 614 rural residents in Zhejiang Province,this paper analyzed the influence factors of rural residents＇ purchasing behavior of energy- saving appliances using structural equation model. The results showed that,the positive effect of product knowledge was the most significant,and product price was the main negative factors. In addition,the daily energy saving habits,ecological environmental awareness and social responsibility consciousness also had positive effects on rural residents＇ purchasing behavior of energy- saving appliances. Based on the above,this paper gave some policy suggestions.