在线社会支持对新能源汽车购买意愿的影响

The Impact of Online Social Support on the Purchase Intention of New Energy Vehicles

提高新能源汽车的使用率对于“双碳”目标的实现具有重要意义。本文基于社会认知理论和社会资源互换理论,以新能源汽车购买群体为研究对象,构建了在线社会支持通过绿色自我效能的中介作用影响新能源汽车消费者购买意愿的理论假设模型,并采用问卷调查法,揭示了在线社会支持对新能源汽车消费者购买意愿的影响机理。研究结果显示:在线社会支持和绿色自我效能对新能源汽车消费者的购买意愿会产生积极影响。在线社会支持包括信息性支持和情感性支持,它有效增强了消费者的绿色自我效能,进而对其购买意愿产生积极影响。本文的研究成果可为新能源汽车的推广和应用提供重要的理论借鉴。

Improving the utilization rate of new energy vehicles is of great significance for the realiza⁃tion of the“dual carbon”goal.Based on the theory of social cognition and the theory of social resource ex⁃change,this paper takes the new energy vehicle purchase group as the research object,constructs a theoreti⁃cal hypothesis model of the influence of online social support on the purchase intention of new energy ve⁃hicle consumers through the mediating role of green self-efficacy,and uses the questionnaire survey method to reveal the influence mechanism of online social support on the purchase intention of new energy vehicle consumers.The results show that online social support and green self-efficacy have a positive impact on the purchase intention of NEV consumers.Online social support,which includes informational support and emo⁃tional support,effectively enhances consumers'green self-efficacy,which in turn has a positive impact on their purchase intention.The research results of this paper can provide important theoretical reference for the promotion and application of new energy vehicles.