环境友好行为视角下新能源汽车购买行为影响因素的实证研究

Empirical Research on the Influencing Factors of Consumer Purchase Behavior of New Energy Vehicles from the Perspective of Environmentally Friendly Behavior

基于环境友好行为视角,构建“认知-情感-行为”研究框架分析消费者新能源汽车购买行为,并探索外在因素对消费者的态度和购买意愿不一致现象的影响机制。通过收集343份有效调查问卷,采用SmartPLS 2.0软件对模型量表进行了信度效度分析并对研究假设进行了检验。结果表明,消费者的新能源汽车购买态度对购买意愿有着显著的积极影响,并且这种影响受到感知风险的调节作用;此外,消费者的环保责任感和感知行为效力对购买态度有着显著的正向影响。本研究为政府和汽车供应商促进新能源汽车的发展提供了有价值的指导意义。

New energy vehicles(NEVs)are sustainable innovations to alleviate the challenges of energy crisis and environmental pollution,while the key to the successful development of NEVs depends on consumer mass adoption.This paper developed a“cognitive-emotion-behavior”framework to study the consumer purchase behavior of NEVs from the perspective of environmentally friendly behavior and explores the influence mechanism of external factors on the“attitude-intention behavior”gap.This paper collected 343 valid questionnaires,and then analyzed the reliability and validity of the model scale and tested the research hypotheses with SmartPLS 2.0.The results show that consumer attitude has a significant positive effect on the purchase intention of EVs and such effect is negatively moderated by perceived risk.Besides,individualresponsibility and perceived consumer effectiveness have a significant positive effect on purchase attitude.This study provides an important guiding significance for government and suppliers to promote the development of NEVs.