知识型消费者新能源汽车购买行为影响因素研究——基于扎根理论的探索

本文运用扎根理论的探索性研究技术,构建了知识型消费者新能源汽车购买行为的影响因素模型。结果显示:购买意愿、配套基础设施和经济成本是知识型消费者购买新能源汽车的直接动因,经济激励型政策和行政限制型政策通过影响购买意愿间接作用于购买行为,其中行政限制政策的效果更好;气候问题感知、环境态度、价值观、信任度、时尚个性体验是激发购买意愿的个体心理动因;社会规范、角色地位、面子文化、从众心理是诱发购买意愿的群体心理诱因;信息宣传和产品技术特征因素则通过影响个体心理间接驱动购买意愿。因此,经济激励与形成限制双向政策双管齐下,加快配套基础设施建设,提高新能源汽车的技术认同度,塑造产品的时尚感和社会地位形象,是推广新能源汽车的重要途径。

Based on the exploratory research technique of grounded theory, we build the model of influence factors of knowledgeable consumers purchasing behaviors of new energy vehicles. Results show that, purchase intention, supporting infrastructure and economic cost are the direct causes for knowledgeable consumers to buy new energy vehicles. Economic incentive policy and administrative restriction policy impact purchase behavior indirectly by influencing purchase intention, and the effect of administrative restriction policy is better. Secondly, perception of climate problems, environmental attitudes, values, trust and fashion personality experience are the individual psychological motivation to stimulate purchase intention. Social norms, role status recognition, face culture and herd mentality are the group psychological inducement of purchasing intention. Information publicity and technical characteristics of products indirectly influence the purchase intention. Therefore, it is an important way to popularize new energy vehicles by combining the two-way policy of economic incentive and restriction, accelerating the construction of supporting infrastructure, improving the technical identity of new energy vehicles, and shaping the fashion sense and social status image of products.