【摘要】：中國汽車數(shù)量激增帶來的能源消耗與環(huán)境問題，使新能源汽車成為政府和所有汽車企業(yè)關(guān)注的焦點。環(huán)保節(jié)能的新能源汽車，必然是汽車產(chǎn)業(yè)的未來發(fā)展方向，但消費者對新能源汽車的消費偏好制約著新能源汽車有效快速地市場擴張。因此，調(diào)查研究消費者購買新能源汽車時消費行為的主要影響因素對企業(yè)、政府制定相應(yīng)的策略、政策有非常重要的理論和實踐意義。 本文旨在運用方法-目的鏈理論對新能源汽車消費行為進行深入分析，用因子分析和典型相關(guān)分析兩種方法，探尋消費者在消費新能源汽車時其產(chǎn)品屬性、利益、價值之間存在的關(guān)系。同時，將人口信息統(tǒng)計變量作為調(diào)節(jié)變量，探討其對本研究中涉及的產(chǎn)品屬性、消費結(jié)果和價值觀各變量的影響程度。其次，運用SPSS軟件對收集到的466個有效樣本進行數(shù)據(jù)整理和分析，并對方法-目的鏈模型進行了檢驗，得到的結(jié)論主要有：消費者在購買新能源汽車時重視產(chǎn)品屬性中的美觀舒適、安全性、新能源技術(shù)、口碑與宣傳、經(jīng)濟性，來獲得功能結(jié)果、社會心理結(jié)果、環(huán)保結(jié)果的利益，實現(xiàn)受尊重、歸屬感和親情的價值觀。本研究拓寬了方法-目的鏈的應(yīng)用領(lǐng)域，所提出的研究結(jié)論對新能源汽車營銷實踐具有指導(dǎo)意義。
[Abstract]:Energy consumption and environmental problems caused by the surge in the number of cars in China have made new energy vehicles the focus of attention of the government and all auto companies. The environmental protection and energy saving new energy automobile is the future development direction of the automobile industry, but the consumer's consumption preference to the new energy automobile restricts the new energy automobile to expand the market effectively and quickly. Therefore, it is of great theoretical and practical significance to investigate and study the main influencing factors of consumers' consumption behavior when buying new energy vehicles for enterprises and the government to formulate corresponding strategies. The purpose of this paper is to analyze the consumption behavior of new energy vehicles by means of method-object chain theory, and to explore the product properties and benefits of consumers when consuming new energy vehicles by using factor analysis and canonical correlation analysis. The relationship between values. At the same time, the statistical variables of population information are taken as the regulating variables, and the influence of the variables on the product attributes, consumption results and values involved in this study is discussed. Secondly, the data of 466 valid samples collected were analyzed by SPSS software, and the method-target chain model was tested. The main conclusions are as follows: consumers pay attention to the beauty and comfort, safety, new energy technology, word of mouth and publicity, economy when buying new energy vehicles to obtain the benefits of function, social psychology, and environmental protection. Realize the values of respect, belonging and affection. This research broadens the application field of the method-target chain, and the research conclusions are of guiding significance to the marketing practice of new energy vehicles.
【學(xué)位授予單位】：贛南師范學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.471

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