摘要
感知收益—感知风险框架是消费者行为研究中的主流框架,基于这一框架深入阐述消费者对新能源汽车的感知价值与感知风险,剖析其维度构成。在此基础上,引入环境意识这一利他变量,应用结构方程模型,检验感知价值、感知风险和环境意识对新能源汽车购买意愿的影响。研究发现:感知价值包括情感价值、品牌价值、质量价值和价格因素;感知风险包括财务风险、身体风险、功能风险和时间风险。感知价值、感知风险和环境意识对购买意愿均有显著影响,其中感知价值对购买意愿具有显著的正向影响,是影响消费者购买意愿的关键路径,其主要驱动因素是情感价值和品牌价值;感知风险对购买意愿具有显著的负向影响,其主要驱动因素是财务风险;环境意识对购买意愿具有显著的正向作用。
The benefit-risk assessment framework is the mainstream framework in consumer behavior research.Based on this framework,this study elaborated drivers of perceived value and perceived risk on new energy vehicles.On this basis,the altruistic variable of environmental concern was introduced in the research′s framework,and the structural equation model was applied to test the influence of the above three factors on the purchase intention of new energy vehicles.As results have shown,consumer perceived value included four drivers:emotional value,brand value,quality value,and price factor;consumer perceived risk included financial risk,physical risk,functional risk,and time risk.Perceived value,perceived risk,and environmental concern have significant impacts on purchase intention,among which the path coefficient of perceived value is greatest;Emotional value and brand value are the key drivers in perceived value;Financial risk is the key drivers in perceived risk.
作者
陈凯
顾荣
胡静
CHEN Kai;GU Rong;Hu Jing
出处
《南京工业大学学报（社会科学版）》
CSSCI
2019年第2期61-70,112,共11页
Journal of Nanjing Tech University：Social Science Edition
基金
国家社会科学基金项目"城市居民绿色消费态度行为差异研究"(13CJY090)
北京市社会科学基金项目"北京市居民绿色出行行为影响因素研究"(14JGB048)
"广义虚拟经济研究专项"(GX2015-1016(M))
