摘要
将领先顾客的消费者创新性分为3个维度——一般创新性、特定创新性和替代创新性。界定了3个维度的具体内涵,并将参照群体示范效应作为消费者创新性的3个维度与新能源汽车采用意愿之间的调节变量。结合技术接受模型,从内外部动机的视角研究消费者创新性对新能源汽车采用意愿的影响机制。在此基础上,构建新能源汽车采用意愿的结构方程模型,对研究假设进行验证。实证结果显示:消费者创新性的3个维度以及感知有用性、感知风险对新能源汽车采用意愿具有不同程度的显著影响;参照群体示范效应有显著的调节作用;感知易用性对新能源汽车采用意愿的影响不显著。
This paper divides the consumer innovativeness of leading customer into three dimensions,namely innate innovativeness,domain specific innovativeness and vicarious innovativeness,and defines the contents of these three dimensions.Then it introduces the demonstration effect of reference group as a moderator impacting the relationship between consumer innovativeness and willingness to adopt new energy vehicle.Then it combines the technology acceptance theory to study the influence mechanism of consumer innovativeness on consumer＇s willingness to adopt new energy vehicle from the perspective of internal and external motivation.And it establishes a structural equation modeling for consumer＇s willingness to adopt new energy vehicles,and tests the research hypothesis.The empirical research shows as follows：three dimensions of consumer innovativeness and perceived usefulness and perceived risk have different degrees of impacts on the willingness to adopt new energy vehicles;demonstration effect of reference group has significant moderating effects;perceived ease of use has no significant influence.
出处
《技术经济》
CSSCI
北大核心
2016年第6期50-58,共9页
Journal of Technology Economics
基金
国家自然科学基金项目"促销决策前瞻性情绪的构成及作用机制:基于电商限时限量型聚焦促销的实证研究"(71572039)
国家自然科学基金项目"量子场论下的Shibor利率期权定价研究"(71573043)
福建省社会科学规划项目"生态文明视角下居民生态消费模式的促进机制与相关政策研究"(2013B052)
关键词
领先顾客
消费者创新性
技术接受模型
新能源汽车
采用意愿
leading customer
consumer innovativeness
technology acceptance model
new energy vehicle
willingness to adopt
