摘要
文章基于自我决定理论,以新能源汽车为例,运用结构方程模型,从动机视角探讨了公众绿色消费模式的驱动机制,以及消费者创新性的调节作用。研究结果表明:公众的内部动机、外部动机均对其绿色消费态度和新能源汽车购买意愿具有显著正向影响。相较于内部动机,外部动机对绿色消费态度和新能源汽车购买意愿的影响更大;绿色消费态度对新能源汽车购买意愿具有显著正向影响;消费者创新性在自我决定动机和新能源汽车购买意愿之间具有正向调节作用,在自我决定动机与绿色消费态度之间具有正向调节作用。
Based on the theory of self-determination, taking new energy vehicles as an example, the structural equation model is used to discuss the driving mechanism of the public’s green consumption pattern and the moderating role of consumers’ innovation from the perspective of motivation. The research results show that the public’s internal motivation and external motivation have a significant positive impact on their green consumption attitude and new energy vehicle purchase intention. Compared with internal motivation, external motivation has a greater impact on green consumption attitude and new energy vehicle purchase intention. Green consumption attitude has a significant positive impact on the purchase intention of new energy vehicles;consumer innovation has a positive moderating effect between self-determination motivation and new energy vehicle purchase intention, and has a positive effect between self-determination motivation and green consumption attitude.
作者
薛寒欣
XUE Han-xin(Department of Administration,The Party School of Fuzhou,Fuzhou 350014,China)
出处
《北京科技大学学报（社会科学版）》
2022年第3期325-334,共10页
Journal of University of Science and Technology Beijing(Social Sciences Edition)
关键词
绿色消费模式
新能源汽车
自我决定理论
绿色消费态度
消费者创新性
购买意愿
green consumption model
new energy vehicle
Self-Determination Theory
green consumption attitude
consumer innovation
purchase intention
