新能源汽车产品属性对购买意愿影响研究

On the Impact of New Energy Vehicle Product Attributes on Purchase Intention

文章基于刺激—机体—反应理论、计划行为理论及消费者介入理论,构建了新能源汽车产品属性特征、消费者态度、感知价格、介入程度和消费者购买意愿之间的影响关系模型。通过系统化的信效度评价程序,采用直接效应检验、间接效应检验和调节效应检验。结果表明:个人、社会—功能型属性和个人—符号型属性产品属性对购买意愿具有积极影响,消费者态度具有中介作用,感知价格具有负向调节作用,介入程度具有正向调节作用。基于研究结论和新能源汽车独特性的现实情况,本研究提供激活消费者购买意愿的营销启示。

The article constructs an impact relationship model between the characteristics of new energy vehicle product attributes,consumer attitudes,perceived prices,degree of intervention,and consumer purchase intention based on the stimulus organism response theory,planned behavior theory,and consumer intervention theory.Through a systematic reliability and validity evaluation program,direct effects test,indirect effects test,and moderating effects test are used.The results indicate that individual,social functional,and individual symbolic product attributes have a positive impact on purchase intention,consumer attitudes have a mediating effect,perceived prices have a negative moderating effect,and intervention levels have a positive moderating effect.Based on the research findings and the unique reality of new energy vehicles,this study provides marketing insights to activate consumer purchasing intentions.