低碳经济背景下消费者新能源汽车绿色购买意愿的影响机制研究——基于华东地区六省一市的实证分析

Research on the Influence Mechanism of Consumers'Green Purchase Intention of New Energy Vehicles in the Context of Low Carbon Economy-An Empirical Analysis Based on Six Provinces and One City in East China Region

基于技术接受理论与SOR理论,从产品体验以及消费者感知等因素分析消费者绿色购买意愿的影响程度。运用SPSS 26与AMOS 24软件进行统计测度,构建结构方程模型以及采取分层回归,可发现感知价值对新能源汽车的购买意愿起中介作用,政府的鼓励政策对消费者对新能源汽车的绿色购买行为的产生起调节作用。基于此,提出相关引导策略,提升消费者对新能源汽车的绿色购买意愿,推动新能源汽车持续跑出发展“加速度”,促进绿色经济发展。

Based on technology acceptance theory and SOR theory,the study analyses the degree of influence of consumers'green purchase intention from product experience and consumer perception.Using SPSS 26 and AMOS 24 software for statistical measurement,structural equation modeling and hierarchical regression,it is found that the perceived value plays a mediating role in the willingness to purchase new energy vehicles,and the government's encouragement policy moderates the green purchasing behaviour of consumers towards new energy vehicles.Based on this,relevant guiding strategies are proposed to enhance consumers'green purchasing intention of new energy vehicles,promote new energy vehicles to continue to run the development of"acceleration",and promote the development of green economy.