感知产品创新对新能源汽车购买意愿的影响机制研究  

Research on the Influence Mechanism of Perceived Product Innovation on the Purchase Intention of New Energy Vehicles

作　　者：薛寒欣 XUE Hanxin(Department of Public Administration,The Party School of Fuzhou,Fuzhou 350014,Fujian,China)

机构地区：[1]中共福州市委党校公共管理教研部,福建福州350014

出　　处：《中国石油大学学报（社会科学版）》2023年第6期84-91,共8页Journal of China University of Petroleum (Edition of Social Sciences)

基　　金：福建省党校系统中国特色社会主义理论体系研究基地项目(fj202104)。

摘　　要：基于SOR模型,探讨消费者感知产品创新对新能源汽车购买意愿的影响机制以及消费者创新性在其中的调节作用。研究结果显示,感知新颖性、感知实用性均对感知价值及新能源汽车购买意愿具有显著正向影响,相较于感知新颖性,感知实用性对感知价值和新能源汽车购买意愿的影响更大;感知价值对新能源汽车购买意愿具有显著正向影响;消费者创新性在感知产品创新和新能源汽车购买意愿之间、感知产品创新和感知价值之间均具有显著的正向调节作用。Based on the SOR theory,this paper discusses the impact mechanism of consumers̍perceived product innovation on the pur-chase intention of new energy vehicles,and the regulating effect of consumer innovation.The results show that perceived novelty and perceived practicality have a significant positive impact on perceived value and purchase intention of new energy vehicles.Compared with perceived novelty,perceived practicality has a greater impact on perceived value and purchase intention of new energy vehicles;Perceived value has a significant positive impact on the purchase intention of new energy vehicles;Consumer innovation has a signifi-cant positive moderating effect between perceived product innovation and purchase intention of new energy vehicles,and has a signifi-cant positive moderating effect between perceived product innovation and perceived value.

关 键 词：感知产品创新 感知价值 消费者创新性 新能源汽车 SOR模型 

分 类 号：F062.6[经济管理—政治经济学]