基于技术接受模型和感知风险理论的消费者新能源汽车购买意愿研究

An Empirical Research on Consumers’ Purchase Intentions of New Energy Vehicles Based on TAM and PRT

目前关于消费者新能源汽车购买意愿的研究未能紧密联系新能源汽车具体特征,同时未将人格特质考虑在内,使得研究结果的实用价值受到影响。本文基于技术接受模型(TAM)和感知风险理论(PRT),并结合消费者面对不确定性时进行决策的人格特质,建立了消费者新能源汽车购买意愿影响因素的理论模型并进行了验证,结果表明:消费者对新能源汽车的感知有用性对其购买意愿存在显著正向影响;消费者对新能源汽车的感知易用性对其购买意愿存在显著正向影响;消费者对新能源汽车的感知风险对其购买意愿存在显著负向影响。最后,为更好地推进新能源汽车的普及,从政府角度提出引导消费者购买新能源汽车的建议。

Researching consumers’purchase intentions of new energy vehicles is very valuable to promote the development of new energy vehicle industry.This paper proposes a model which investigates factors influencing consumers’purchase intentions of new energy vehicles considering consumers’characteristics when making decisions based on Technology Acceptance Model(TAM)and Perceived Risk Theory(PRT).323 valid samples are collected and the software of SPSS 23.0 is used to test the research model and hypotheses.The conclusions are shown as below:Consumers’perceived usefulness of new energy vehicles has a significantly positive effect on their purchase intentions;Consumers’perceived ease of use of new energy vehicles has a significantly positive effect on their purchase intentions;Consumers’perceived risk of new energy vehicles has a significantly negative effect on their purchase intentions.Finally,suggestions of guiding consumers to buy new energy vehicles are provided from the government perspective in view of the critical role that government plays in the process of popularization of new energy vehicles.