摘要
随着能源资源的日益短缺以及人类社会对节能环保的诉求,使得新能源汽车的发展成为汽车产业面临的重要课题。首先对国内外学者关于消费者在新能源汽车购前阶段形成购买意愿的研究进行梳理,根据消费者现有用车行为特征与消费者对于新能源汽车认知提出研究假设;然后,在对全国各地城市居民发放问卷的基础上获得实验数据,分析影响消费者对于新能源汽车购买意愿的影响因素进行差异比较,从而提出有针对性的营销建议。
With the growing of energy crisis as well as human society demands of energy conservation and environmental protection, develop new energy vehicles become an important issue faced by the worldwide automobile industry. First of all, categorize and summarize the relevant literature on consumer purchase of new energy vehicles in the previous stage of purchase intention, propose hypotheses based on consumer behavior and consumer cognitive of new energy vehicles.Secondly, combine literature research and comparative conclusions todesign the questionnaire of consumer behavior. Obtain experimental data fromurban residents around the country to analyze difference comparison of purchase intention, then gives specific marketing suggestions.
出处
《上海管理科学》
CSSCI
2013年第4期15-19,共5页
Shanghai Management Science
基金
国家自然科学基金重点项目"中国城市消费者行为研究"(70832004)和国家自然科学基金科学部主任基金应急科学研究专款项目"新能源汽车发展战略研究-新能源汽车产品战略与商业模式"(71041031)资助
关键词
新能源汽车
购买意愿
消费者行为
差异比较
New energy vehicle, Purchase intention, Consumer behavior, Difference comparison
