【作者】 刘璐；

【导师】 张小洪；

【作者基本信息】 苏州大学 ， 管理科学与工程， 2020， 硕士

【摘要】 近年来,汽车保有量持续增加,传统燃油汽车的弊端越发凸显,由其带来的环境污染和能源短缺的问题日益加剧。中国政府陆续颁布政策,倡导绿色消费观念,大力发展新能源汽车,汽车行业已经处于战略转型阶段。新能源乘用车作为一种新能源汽车,日益成为车企提高核心竞争力的重要手段,也受到了广大顾客的关注。目前,虽然车企倾注了很多的精力,采取了许多措施,试图提高顾客购买新能源汽车的积极性,但是其收效并不是非常显著,顾客在面对新能源乘用车这一新产品时还存在举棋不定的心理。因此,如何更深入地剖析顾客对新能源乘用车的消费心理,从而更准确地把握顾客的购买行为日益成为学术界、车企及政府共同关注的焦点和研究的热点。本文探究了新能源乘用车顾客购买行为的心理形成机制,借助了三种行为理论作为理论基础,从感知收益、社会规范、知觉行为控制三个维度选取了影响顾客购买行为的五个因素:感知物质收益、感知精神收益、主要社会关系规范、商家及政府规范、知觉行为控制,并构建了上述影响因素通过顾客购买意愿的中介作用影响顾客购买行为的研究模型.为此,我们发放并回收了 529份有效问卷,然后使用定量方法对调查数据进行统计分析。实证分析结果表明:上述五个影响因素会对新能源乘用车顾客购买行为产生影响,但不同影响因素产生作用的路径不同。在此基础上,本文对新能源乘用车企业和行业的发展提出一些建议,目的是帮助其更好地了解把握顾客的购买行为,促进新能源汽车的推广普及,最终推动新能源汽车行业更快更健康地发展。更多还原

【Abstract】 In recent years,vehicle ownership has continued to increase,and the disadvantages of traditional fuel-fueled vehicles have become increasingly prominent.Because of the environmental pollution,the Chinese government has successively promulgated policies to advocate the concept of green consumption and develop new energy vehicles.The automotive industry is already in a strategic transformation stage.As one of the types of new energy vehicles,new energy passenger vehicles have become important products for car companies to focus on research and innovation,and have also attracted customers’ attention.However,it’s also very difficult to promote the new energy passenger vehicles.Therefore,customers’ purchase behavior of new energy passenger vehicles has become a common concern of academics and car companies.This paper takes·the influencing factors on customers’ purchase behavior as research objects.Based on three theories,we can divide these factors into three dimensions:perceived benefits,social norms and perceptual behavior control.Five independent variables perceived material benefits,perceived spiritual benefits,main social relationship norms,business and government norms,perceived behavior control may have effect on dependent variable purchase behavior through mediation variable purchase intention.This study collected 529 valid data to do more analysis.The results show that the five factors will have different effects on the purchase behavior of new energy passenger vehicle customers.Perceived material benefits,perceived spiritual benefits,major social relationship norms,merchant and government norms,and perceived behavior control all have a significant impact on purchase behavior,but different factors have different paths of action.Some advice has been put forward to help new energy passenger vehicle companies understand the customers’ purchase behavior to promote their products.We would like to make some efforts to popularize the new energy passenger vehicles,and ultimately promote the development of the new energy automotive industry.更多还原