基于感知收益—感知风险框架的新能源汽车购买意愿研究
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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.
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.
引文
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[3]石红波,邹维娜,许玉平.基于绿色技术的新能源汽车市场调查研究:以威海为例 [J].科技管理研究,2014,34(8):227-232.
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[5]张应语,张梦佳,王强,等. 基于感知收益—感知风险框架的O2O模式下生鲜农产品购买意愿研究[J]. 中国软科学,2015(6):128-138.
[6]MEDEIROS J F D,RIBERIO J L D,CORTIMIGLIA M N.Influence of perceived value on purchasing decisions of green products in Brazil[J].Journal of Cleaner Production,2016,110:158-169.
[7]王建明,吴龙昌. 积极情感、消极情感对绿色购买行为的影响:以节能环保家电的购买为例[J].消费经济,2015(2):42-47.
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[10]王宗水,赵红,秦绪中. 我国家用汽车顾客感知价值及提升策略研究 [J].中国管理科学,2016,24(2):125-133.
[11]ZEITHAML V A.Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence[J].Journal of Marketing,1988,52(7):2-22.
[12] SWEENEY J C,SOUTAR G N. Consumer perceived value:The development of a multiple item scale[J]. Journal of Retailing,2001,77(2):203-220.
[13] PARASURAMAN A,GREWAL D.The impact of technology on the quality-value-loyalty chain:A research agenda[J].Journal of the Academy of Marketing Science,2000,28(1):168-174.
[14]郭晓琳,林德荣.中国本土消费者的面子意识与消费行为研究述评[J].外国经济与管理,2015,37(11):63-71.
[15] BAUER R A. Consumer behavior as risk raking[C]//HANCOCK R S.Dynamic marketing for a changing world. Proceedings of the 43rd Conference of the American Marketing Association,1960:389-398.
[16]杨伊侬,何浏.有机食品感知风险的实证研究:基于城镇居民的调查[J]. 农业技术经济,2013(8):82-89.
[17] JACOBY J,KAPLAN L B. The Components of perceived risk[C]//VENKATESAN M. The Third Annual Convention of the Association for Consumer Research,1972:382-393.
[18] MARQUES C P,ALMERIDA D. A path model of attitudinal antecedents of green purchase behaviour [J].Economics & Sociology,2013(6):135-144.
[19] 叶楠,周梅华,程秀芳. 新能源汽车早期采用营销策略研究[J].科技管理研究,2012,32(5):128-131.
[20] ZHAO H H,GAO Q,WU Y P,et al. What affects green consumer behavior in China? A case study from Qingdao[J].Journal of Cleaner Production,2014,63(2):143-151.
[21] SCHULTZ P W,GOUVEIA V V,CAMERON L D,et al. Values and their relationship to environmental concern and conservation behavior[J]. Journal of Cross Cultural Psychology,2005,36(4):457-475.
[22] BAGOZZI R P,LEE K H,VAN L M F. Decisions to donate bone marrow:The role of attitudes and subjective norms across cultures[J].Psychology & Health,2001,16(1):29-56.
[2]王颖,李英. 基于感知风险和涉人程度的消费者新能源汽车购买意愿实证研究[J].数理统计与管理,2013,32(5):863-872.
[3]石红波,邹维娜,许玉平.基于绿色技术的新能源汽车市场调查研究:以威海为例 [J].科技管理研究,2014,34(8):227-232.
[4]徐国虎,许芳. 新能源汽车购买决策的影响因素研究[J].中国人口·资源与环境,2010,20(11):91-95.
[5]张应语,张梦佳,王强,等. 基于感知收益—感知风险框架的O2O模式下生鲜农产品购买意愿研究[J]. 中国软科学,2015(6):128-138.
[6]MEDEIROS J F D,RIBERIO J L D,CORTIMIGLIA M N.Influence of perceived value on purchasing decisions of green products in Brazil[J].Journal of Cleaner Production,2016,110:158-169.
[7]王建明,吴龙昌. 积极情感、消极情感对绿色购买行为的影响:以节能环保家电的购买为例[J].消费经济,2015(2):42-47.
[8]张文静. 转基因食品消费行为研究[D].杨凌:西北农林科技大学,2017.
[9]MAGNUSSON S H,GUNNLAUGSDOTTIR H,VAN L H,et al. State of the art in benefit-risk analysis:Food microbiology[J]. Food & Chemical Toxicology,2012,50(1):33-39.
[10]王宗水,赵红,秦绪中. 我国家用汽车顾客感知价值及提升策略研究 [J].中国管理科学,2016,24(2):125-133.
[11]ZEITHAML V A.Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence[J].Journal of Marketing,1988,52(7):2-22.
[12] SWEENEY J C,SOUTAR G N. Consumer perceived value:The development of a multiple item scale[J]. Journal of Retailing,2001,77(2):203-220.
[13] PARASURAMAN A,GREWAL D.The impact of technology on the quality-value-loyalty chain:A research agenda[J].Journal of the Academy of Marketing Science,2000,28(1):168-174.
[14]郭晓琳,林德荣.中国本土消费者的面子意识与消费行为研究述评[J].外国经济与管理,2015,37(11):63-71.
[15] BAUER R A. Consumer behavior as risk raking[C]//HANCOCK R S.Dynamic marketing for a changing world. Proceedings of the 43rd Conference of the American Marketing Association,1960:389-398.
[16]杨伊侬,何浏.有机食品感知风险的实证研究:基于城镇居民的调查[J]. 农业技术经济,2013(8):82-89.
[17] JACOBY J,KAPLAN L B. The Components of perceived risk[C]//VENKATESAN M. The Third Annual Convention of the Association for Consumer Research,1972:382-393.
[18] MARQUES C P,ALMERIDA D. A path model of attitudinal antecedents of green purchase behaviour [J].Economics & Sociology,2013(6):135-144.
[19] 叶楠,周梅华,程秀芳. 新能源汽车早期采用营销策略研究[J].科技管理研究,2012,32(5):128-131.
[20] ZHAO H H,GAO Q,WU Y P,et al. What affects green consumer behavior in China? A case study from Qingdao[J].Journal of Cleaner Production,2014,63(2):143-151.
[21] SCHULTZ P W,GOUVEIA V V,CAMERON L D,et al. Values and their relationship to environmental concern and conservation behavior[J]. Journal of Cross Cultural Psychology,2005,36(4):457-475.
[22] BAGOZZI R P,LEE K H,VAN L M F. Decisions to donate bone marrow:The role of attitudes and subjective norms across cultures[J].Psychology & Health,2001,16(1):29-56.
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