新能源汽车产业供需双侧政策对潜在消费者的影响

被引:27
作者
熊勇清
李小龙
机构
[1] 中南大学商学院
关键词
新能源汽车; 供需双侧; TAM模型; 潜在消费者; 实验研究;
D O I
暂无
中图分类号
F426.471 [];
学科分类号
020205 ; 0202 ;
摘要
政策利好以及配套补贴是新能源汽车消费者最大的消费动机,在新能源汽车商业化条件还没有完全形成的现阶段,供需双侧政策对潜在消费者的接受态度有着关键性影响,潜在消费者的感知有用性和感知易用性分别是关注供需双侧政策的"经济性"和"便利性"。借鉴技术接受模型(TAM)构建了潜在消费者对于新能源汽车产业供需双侧政策的接受模型,应用实验研究和问卷调查相结合的方法分析了在供给侧或需求侧政策环境下,潜在消费者对于新能源汽车产业供需双侧政策的感知有用性和易用性的变化情况。研究结果表明,中国新能源汽车供需双侧政策的"经济性"比较突出,"便利性"相对不足。潜在消费者对于供需双侧政策的感知易用性比感知有用性对新能源汽车的接受态度(ATU)的影响更为显著,供给侧政策的感知高于需求侧政策,且供给侧政策的感知易用性高于有用性。潜在消费者对于供给侧的"基础设施"和需求侧的"优先权力"两项政策的感知最高;高学历层次、男性消费者对于供需双侧政策的感知相对更为显著,而且高学历层次和男性潜在消费者对政策的感知易用性更敏感,较低学历层次和女性潜在消费者对感知有用性更敏感。新能源汽车产业政策可在需求侧政策达到一定实施效果的情况下,加强供给侧政策的实施力度,进一步强化"优先权力"和"基础设施"两项政策措施,适当降低"购置补贴"政策措施的实施力度,以较高学历层次的消费者和男性消费者作为主要目标消费群体,同时针对不同层次和类型的消费者推出多样化的新能源汽车产品,并实施差异化的政策安排。
引用
收藏
页码:52 / 62
页数:11
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