用户生成内容对消费者电动汽车购置意愿影响的研究  

The Impact of User Generated Content on Consumers'Purchase Intention of Electrical Vehicles

作　　者：蔡爱丽[1] CAI Aili(Business School,Nanjing College of Information Technology,Nanjing 210046,China)

机构地区：[1]南京信息职业技术学院数字商务学院,江苏南京210046

出　　处：《常州信息职业技术学院学报》2021年第3期80-84,共5页Journal of Changzhou College of Information Technology

基　　金：江苏省社科基金项目“低碳交通背景下新能源汽车市场扩散影响因素及干预路径研究”(17GLD015)。

摘　　要：为了厘清用户生成内容如何影响消费者的电动汽车购置意愿,从用户生成内容的产品披露、用户生成内容创作者的自我披露以及用户生成内容的呈现形式三个维度构建“刺激—有机体—反应”模型,并通过问卷调查获取数据。分析发现:用户生成内容的专业性、用户生成内容创作者的资信度显著影响消费者的感知价值;感知价值显著影响消费者的电动汽车购置意愿;用户生成内容的时效性、用户生成内容创作者的头像、用户生成内容的呈现形式不能显著影响消费者的购置意愿,最终从显著影响因素着手提出对策和建议。To clarify how user generated contents affect consumers'purchase intention of electric vehicles,a model based on"stimulus-organism-response"is constructed from three dimensions:product disclosure,self-disclosure and presentation form of user generated contents,and the data is obtained through a questionnaire survey.The results show that the professionalism and the credibility of user generated contents'creators significantly affect consumers'perceived value;the perceived value significantly affects the purchase intention;while the timeliness,the portrait and the presentation form of user generated content will not significantly affect consumers'purchase intention.Finally,countermeasures and suggestions from the significant influencing factors are put forward.

关 键 词：用户生成内容 感知价值 电动汽车购置意愿 

分 类 号：F426.471[经济管理—产业经济]