双碳背景下多元政策对新能源汽车消费者购买意愿影响研究

Study of the impacts of the diversified policies on consumers’purchase intention of new energy vehicles

以技术接受度模型为基础,结合情景因素,构建基于“外部情景-内部情景-应用行为”的新能源汽车购买意愿模型。通过问卷调查,结合结构方程模型分析调控限制、配套完善、技术提升、经济激励等多元政策对新能源汽车消费者购买意愿的影响。研究发现,经济激励政策对消费者购买意愿影响最大,其次为技术提升政策和调控限制政策;其中配套完善政策通过正向影响从众心理间接影响消费者的购买意愿,但对最终的购买意愿影响较小;从感知角度出发,感知价值对购买意愿影响最大。

In this paper,an NEV purchase intention model featuring“external scenario-internal scenario-application behavior”is built on the basis of technology acceptance model and situational factors.A questionnaire survey combined with structural equation modeling is conducted to investigate the impacts of diversified policies concerning regulatory restrictions,support&improvement,technological enhancement and financial incentives on NEV consumers’purchase intention.Our research results show the financial incentives exert the greatest influence on consumers’purchase intention,followed by the technological enhancement and the regulatory restrictions.Policies concerning the support&improvement indirectly affect consumers’purchase intention by creating positive conforming-to-the-public mentality,but they have the least impact on consumers’purchase intention.From the perception perspective,the perceived value has a fairly large impact on consumers’purchase intention.