消费者环境价值导向与新能源汽车购买意愿关系研究

环境价值导向可以通过环境价值观来对人的行为产生支配和影响作用。本文基于Stern提出的价值—信念—规范理论,选取利己主义价值观和利他主义价值观作为消费者的环境价值导向,随机抽取190名消费者来检验消费者利己价值观、利他价值观与新能源汽车购买意愿之间的关系,并加入绿色感知价值作为中介变量。借助于相关数据处理软件进行信效度分析、假设检验和中介效应分析等。结果表明:消费者利己价值观具有负向作用,但不显著;利他价值观具有显著的正向作用,绿色感知价值具有显著的中介作用。据此,政府部门应该完善相关国家标准,破除地方保护主义,加大基础设施建设;新能源汽车企业应该精准市场定位、完善战略布局、制定有针对性的营销方案。

Environmental value orientation can dominate and influence human behavior through environmental values.Based on the value-belief-norm theory proposed by Stern,this paper chooses self-interest values and altruistic values as consumers' environmental value orientation,randomly selects 190 consumers to test the relationship among self-interest values,altruistic values and purchase intention of new energy vehicles,and adds green perceived values as intermediary variables.It also conducts the reliability and validity analysis,hypothesis test and mediation effect analysis with the help of relevant data processing software.The results show that consumer self-interest values have a negative effect,but not significant;altruistic values have a significant positive effect,and green perceived value has a significant mediating effect.Accordingly,the government departments should improve relevant national standards,eliminate local protectionism and increase infrastructure construction;new energy automobile enterprises should make accurately the market positioning,perfect strategic layout and formulate targeted marketing programs.