疫情冲击及补贴退坡背景下消费者新能源汽车购买意愿及影响因素研究

Consumers'Purchase Intention and Influencing Factors of New Energy Vehicles under the Background of Epidemic Impact and Declining Subsidies

发展新能源汽车是解决我国能源和环境问题的有效途径,因而对消费者市场的研究十分重要。本文以北京市消费者为调查对象发放问卷,对所获数据进行实证分析。运用结构方程模型研究了情感价值、质量价值、成本价值、消费者创新性和外部环境因素对消费者购买意愿的影响路径,运用logistic回归模型从各人口统计学变量中发掘显著影响消费者购买意愿的因素,并刻画出潜在消费人群特征。最终得出结论并提出建议。本文的研究可以为新能源车企营销和政府决策提供定量参考依据。

Developing new energy vehicles is an effective way to solve China's energy and environmental problems,and research on the consumer market is increasingly important.In this study,we sent out questionnaires to consumers in Beijing,and then conducted empirical analysis on the data obtained.The structural equation model was mainly used to study the influence paths of emotional value,quality value,cost value,consumer innovation and external situation on consumers'purchase intention.In addition,we built a logistic regression model to explore the factors that significantly affected consumers'purchase intention from demographic variables and characterized potential consumer groups.Finally,we drew conclusions and made recommendations.The results provides a quantitative reference for the marketing of new energy vehicle enterprises and government decision-making.