新能源汽车公众市场扩散影响因素的实证分析——基于TAM-IDT理论  

Empirical Study of Influence Factors of Public Market Diffusion on New Energy Vehicles:Based on TAM and IDT Theory

作　　者：何伟怡[1] 何瑞[1] 

机构地区：[1]天津理工大学管理学院,天津300384

出　　处：《大连理工大学学报（社会科学版）》2015年第3期28-33,共6页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家自然科学基金青年项目:"网店环境线索对消费者愉快和唤知情感影响效应研究"(71302004);天津市教委社会科学重大资助项目:"民生工程的边界失谐治理研究:设计创新常态化视角"(2012ZD32);天津市科技发展战略研究计划项目:"工程设计创新助推科技优势转化为产业优势的路径研究"(13ZLZLZF04800)

摘　　要：新能源汽车公众消费市场的扩散,是其产业发展的关键。文章整合技术接受理论(TAM)及创新扩散理论(IDT),从消费者个体因素、产品接口因素2个维度来分析构建了影响消费者新能源汽车采用行为的理论模型,以此来探讨新能源汽车公众市场扩散的机制。通过网络与实地调查的方式收集了292份有效问卷,并利用结构方程模型(SEM)进行实证分析。结果表明,消费者对产品的感知有用性和感知易用性、消费者创新性、社群归属及结构性保障因素对公众新能源汽车采用具有显著正向影响。证明该模型能很好地解释消费者对新能源汽车采用过程所具有的基本规律,并据此提出了促进我国新能源汽车产业发展的建议。Public consumption market diffusion of new energy vehicles is the key to the development of the in‐dustry .The paper studies the mechanism of public market diffusion on new energy vehicles by integrating tech‐nology acceptance theory （TAM） and the innovation diffusion theory （IDT） ,and constructing the theoretical model of consumer behaviors to use new energy vehicles from two dimensions of individual consumer factors and product interface factors .Through the way of network and field surveys ,the research collected 292 valid questionnaires and used structural equation model （SEM ） for an empirical analysis .Result show s that perceived usefulness ,perceived ease of use and innovativeness of consumers ,belongingness to the community and struc‐tural factors have significant positive influences on using new energy vehicles .Research proves that the model can well explain the basic laws of the process in which consumers use new energy vehicles .And some sugges‐tions of promoting development of new energy vehicles industry in our country are made .

关 键 词：新能源汽车 消费者 采用意向 TAM模型 

分 类 号：F272.3[经济管理—企业管理] F713.5[经济管理—国民经济]