摘要
从消费者行为特征与规律出发,采用多元决策模型对消费者偏好设置参数,以山东威海"新能源汽车潜在消费者"为研究对象,开展新能源汽车消费者认知和购买意愿的实证研究。通过分析处理调查结果,发现消费者对新能源汽车的认知度不高,购买意愿不强;价格、续航里程、配套设施建设、技术成熟度是制约消费者购买新能源汽车的主要因素。基于研究结论为企业提出了对策建议。
Considering the new energy automotive consumer behavior and its law, adopting multiple - decision - making model of consumer preferences of cognitive parameters, and taking Weihai＇ s ＂ potential consumers of new energy vehicles＂ as the object of study, the paper carries out empirical research on consumers＇ awareness and purchase intention of new energy vehicles. Then based on the pre- design surveys, questionnaires, survey results analysis by SPSS software, it is found that consumer awareness of new energy vehicles is not high and purchase intention is not strong. The price, mile- age, facilities construction, technology maturity are major factors for consumers to buy new energy vehicles. Finally, based on the relevant conclusions, the paper puts forward countermeasures and suggestions for the manufacturers.
出处
《科技管理研究》
CSSCI
北大核心
2014年第8期227-232,共6页
Science and Technology Management Research
基金
国家自然科学基金面上项目"西部企业可持续创业成长机制研究:以内蒙古为例"(71163028)
山东省高校社科计划项目"基于技术生态位的中小城市集约发展路径研究:以文登为例"(J13WG53)
关键词
绿色技术
战略性新兴产业
新能源汽车
购买意愿
green technology
strategic emerging industries
new energy vehicles
purchase intention
