微小属性异质性对新能源车产品好感度的影响研究  

Research on the Impact of Micro-attribute Heterogeneity on Consumer Affection Towards New Energy Vehicle Products

作　　者：李先国[1] 金子牛 周逸航 LI Xian-guo;JIN Zi-niu;ZHOU Yi-hang

机构地区：[1]中国人民大学商学院

出　　处：《科学决策》2025年第3期123-136,共14页Scientific Decision Making

基　　金：湖南省社科基金重大项目“湖南绿色消费的政策体系研究”(22ZDAJ004)。

摘　　要：该研究关注新能源汽车产品中的微小属性异质性对消费者好感度的影响问题,探讨为何这些微小变化可能引发消费者态度的波动。基于不确定性理论,研究构建了包含感知不确定性、数字原住民倾向及探索性购买倾向的影响机制模型,并采用实验法进行实证检验。研究发现,微小属性异质性的增加会提升消费者的感知不确定性,从而降低其产品好感度,而数字原住民倾向和探索性购买倾向可缓解这一负面影响。研究建议新能源汽车厂商在添加微小属性时,应考虑消费者的代际特征,并提供充分的技术信息,以降低不确定性感知。This study examines the influence of minor attribute heterogeneity in new energy vehicle products on consumer favorability,exploring why these subtle variations may trigger fluctuations in consumer attitudes.Drawing on uncertainty theory,a model of the underlying mechanism was developed that incorporates perceived uncertainty,digital native tendencies,and exploratory purchasing tendencies.An experimental methodology was employed to empirically validate the model.The findings indicate that an increase in minor attribute heterogeneity elevates consumers’perceived uncertainty,thereby diminishing product favorability.However,digital native tendencies and exploratory purchasing tendencies serve to mitigate this adverse effect.The study suggests that manufacturers of new energy vehicles should take into account the generational characteristics of consumers when incorporating minor attributes and provide comprehensive technical information to reduce perceived uncertainty.

关 键 词：微小属性异质性 新能源汽车 感知不确定性 数字原住民倾向 

分 类 号：F713.5[经济管理—市场营销]