本文選題：自我建構(gòu) + 社會(huì)距離��； 參考：《天津理工大學(xué)》2017年碩士論文

【摘要】：在能源和環(huán)境的雙重危機(jī)驅(qū)動(dòng)下,新能源汽車將是未來(lái)汽車產(chǎn)業(yè)發(fā)展的必然趨勢(shì)。在國(guó)家和地方政策的支持下,近兩年我國(guó)新能源汽車產(chǎn)銷量實(shí)現(xiàn)快速增長(zhǎng)。但這樣的井噴式增長(zhǎng)是政府政策刺激的結(jié)果,而并非來(lái)自真正的市場(chǎng)內(nèi)生動(dòng)力,并且政府一直以來(lái)的主導(dǎo)地位弱化了市場(chǎng)本身的作用,造成廣大消費(fèi)者對(duì)新能源汽車本身以及其利益認(rèn)知的不足,成為了眾多消費(fèi)者對(duì)新能源汽車選擇和購(gòu)買的障礙。因此,如何正確引導(dǎo)消費(fèi)者心理認(rèn)知,如何有效激發(fā)消費(fèi)者的新能源汽車購(gòu)買意愿,是提升新能源汽車市場(chǎng)發(fā)展內(nèi)生動(dòng)力的重要問(wèn)題。新能源汽車作為一種節(jié)能環(huán)保型綠色產(chǎn)品,其購(gòu)買行為是從認(rèn)知到?jīng)Q策等一系列復(fù)雜心理變化的過(guò)程,因此,無(wú)論是政府還是企業(yè)都應(yīng)該注重深入理解和把握這一過(guò)程。已有研究中對(duì)新能源汽車購(gòu)買意愿影響機(jī)制的研究還較少,因此本文基于自我建構(gòu)視角,引入自我建構(gòu)這一消費(fèi)細(xì)分變量,討論了自我建構(gòu)與社會(huì)距離對(duì)消費(fèi)者新能源汽車購(gòu)買意愿的影響機(jī)制,并為企業(yè)新能源汽車營(yíng)銷推廣實(shí)踐工作提出策略建議。本文的工作內(nèi)容主要包括:(1)首先對(duì)相關(guān)理論及研究進(jìn)行了回顧和梳理,對(duì)變量之間的關(guān)系進(jìn)行了文獻(xiàn)研究和歸納,構(gòu)建概念模型并提出研究假設(shè);(2)其次是實(shí)驗(yàn)研究,即設(shè)計(jì)情境模擬實(shí)驗(yàn)材料,共收集116份有效數(shù)據(jù),采用雙因素方差分析和T檢驗(yàn)分析的方法對(duì)兩因素在購(gòu)買意愿上的交互影響進(jìn)行了驗(yàn)證,然后通過(guò)簡(jiǎn)單效應(yīng)分析對(duì)交互效應(yīng)進(jìn)行解釋;(3)再次是實(shí)證研究,共收集有效問(wèn)卷300份,通過(guò)文獻(xiàn)分析和成熟量表的借鑒,設(shè)計(jì)本研究的測(cè)量量表,運(yùn)用收集到的數(shù)據(jù)對(duì)量表進(jìn)行了信度與效度檢驗(yàn),最后通過(guò)逐步回歸的方法對(duì)研究假設(shè)進(jìn)行了檢驗(yàn);(4)最后提出了一些營(yíng)銷策略建議。通過(guò)上述研究得出的主要研究結(jié)論有:(1)自我建構(gòu)和社會(huì)距離對(duì)新能源汽車購(gòu)買意愿具有顯著的交互影響,且兩者存在關(guān)聯(lián)匹配效應(yīng),即對(duì)于獨(dú)立型自我建構(gòu)的個(gè)體來(lái)說(shuō),較近的社會(huì)距離能夠刺激其更強(qiáng)的購(gòu)買意愿;而對(duì)關(guān)聯(lián)型自我建構(gòu)的個(gè)體,較遠(yuǎn)的社會(huì)距離能夠刺激其更強(qiáng)的購(gòu)買意愿;(2)社會(huì)距離在自我建構(gòu)的兩個(gè)水平上的主效應(yīng)都顯著;(3)社會(huì)距離對(duì)自我建構(gòu)與購(gòu)買態(tài)度、自我建構(gòu)與主觀規(guī)范這兩組關(guān)系具有調(diào)節(jié)作用,但是對(duì)自我建構(gòu)與知覺(jué)行為控制并沒(méi)有顯著的影響。最后本文基于研究結(jié)論分別從政府層面以及企業(yè)層面提出了一些營(yíng)銷策略建議,建議企業(yè)將“自我建構(gòu)”作為目標(biāo)人群的區(qū)分變量,并向不同市場(chǎng)細(xì)分傳遞“關(guān)聯(lián)”的營(yíng)銷信息,同時(shí)結(jié)合詳細(xì)的產(chǎn)品相關(guān)信息提升消費(fèi)者知覺(jué)行為控制。建議政府相關(guān)部門積極引導(dǎo)公眾對(duì)新能源汽車?yán)娴妮^遠(yuǎn)社會(huì)距離感知,也可以激發(fā)公眾的情境型自我建構(gòu),并傳遞關(guān)聯(lián)信息,進(jìn)而影響并促進(jìn)消費(fèi)者新能源汽車購(gòu)買意愿。
[Abstract]:Driven by the dual crisis of energy and environment, new energy vehicles will be the inevitable trend of the development of automobile industry in the future.With the support of national and local policies, the production and sales of new energy vehicles in China have achieved rapid growth in recent two years.But this kind of blowout growth is the result of government policy stimulus, not from the real market endogenous power, and the government's dominant position has weakened the role of the market itself.The shortage of consumers' cognition of the new energy vehicle itself and its benefits has become an obstacle for many consumers to choose and purchase new energy vehicles.Therefore, how to correctly guide consumers' psychological cognition and how to effectively stimulate consumers' willingness to purchase new energy vehicles is an important issue to promote the endogenous power of the development of new energy vehicle market.As a green product of energy saving and environmental protection, the purchase behavior of new energy vehicle is a series of complex psychological changes from cognition to decision. Therefore, both government and enterprise should pay attention to understand and grasp this process deeply.There are few studies on the influence mechanism of the purchase intention of new energy vehicle in the existing research, so this paper introduces the self-construction as a consumption subdivision variable based on the perspective of self-construction.This paper discusses the influence mechanism of self-construction and social distance on consumers' willingness to buy new energy vehicles, and puts forward some suggestions for the marketing and promotion of new energy vehicles in enterprises.The work of this paper mainly includes: (1) reviewing and combing the relevant theories and studies, researching and summarizing the relationship between variables, constructing the conceptual model and putting forward the research hypotheses.The experiment materials were designed and 116 valid data were collected. The interaction of the two factors in the purchase intention was verified by using the method of two-factor ANOVA and T-test analysis.Then it is an empirical study to explain the interaction effect through simple effect analysis. A total of 300 valid questionnaires are collected. Through the literature analysis and the reference of the mature scale, the measurement scale of this study is designed.The reliability and validity of the scale are tested by the collected data. Finally, the research hypotheses are tested by stepwise regression method. Finally, some suggestions on marketing strategies are put forward.The main conclusions obtained from the above research are: (1) Self-construction and social distance have significant interactive effects on the willingness to buy new energy vehicles, and there is a correlation matching effect between the two, that is, for individuals with independent self-construction,A closer social distance can stimulate a stronger willingness to buy; and for an associative self-constructed individual,Distant social distance can stimulate its stronger willingness to buy. (2) the main effect of social distance on the two levels of self-construction is significant (3) the social distance has a significant attitude towards self-construction and purchase.The relationship between self-construction and subjective norms can regulate, but it has no significant effect on self-construction and perceptual behavior control.Finally, based on the conclusion of the research, this paper puts forward some marketing strategy suggestions from the government level and the enterprise level, and suggests that enterprises take "self-construction" as the distinguishing variable of the target population.The marketing information of "relevance" is transmitted to different market segments, and combined with detailed product-related information, consumer perceptual behavior control is enhanced.It is suggested that the relevant government departments should actively guide the public to perceive the interests of new energy vehicles from a far distance, which can also stimulate the public's situational self-construction and transmit relevant information so as to influence and promote consumers' willingness to buy new energy vehicles.
【學(xué)位授予單位】：天津理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.471;F713.55

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