【摘要】 互联网发展和新型社交媒体的多样化促使消费者的人际互动更加频繁，其购买行为更容易受到主观规范的影响。以智能网联汽车为对象，构建模型来研究主观规范影响下智能网联汽车购买意愿的形成机理。结果表明：主观规范对智能网联汽车购买意愿具有显著正向影响；价值感知和态度在主观规范和购买意愿之间均起中介作用，并形成链式中介作用；技术兴趣度正向调节主观规范与购买意愿之间的关系，也正向调节态度在主观规范与购买意愿之间的中介作用，但不调节价值感知在主观规范和购买意愿之间的中介作用。更多还原

【Abstract】 With the development of the Internet and the diversification of new social media,consumers’ interpersonal interactions have become frequent, and their purchase behaviors are more susceptible to the influence of subjective norms. Taking intelligent connected vehicles(ICV)as the object, a model is constructed to study the formation mechanism of ICV purchase intention under the influence of subjective norms. The results show that subjective norms have a significant positive impact on the purchase intention of intelligent connected vehicles. Value perception and attitude play a mediating role between subjective norms and purchase intention, and form a chain mediating effect.Technological interest positively moderates the relationship between subjective norms and purchase intention, and also positively moderates the mediating role of attitude between subjective norms and purchase intention, but does not moderate the mediating role of value perception between subjective norms and purchase intention.更多还原