36
doi:10. 3969/j. issn. 1009 3230.2016. 05. 012
应用能源技术
2016年第5期（总第221期）
基于支付意愿的新能源汽车消费需求实证研究
以南京市为例张芷媛，刘晓莉，李霞
（南京邮电大学贝尔英才学院，南京210023）
摘要：新能源汽车是全世界汽车发展的战略主题，新能源汽车的推广和市场的扩大在营销领域有着重要的研究价值。利用实证方法重点研究了支付意愿对南京市新能源汽车的消费需求的影响，同时考虑了消费者的支付能力，并加入了人口统计变量作为调节，运用SPSS13.0统计软件对108 个有效样本进行分析，得到以下结论：南京市消费者对于新能源汽车购买意愿不足，大部分持观望态度；消费者的感知价值正向影响消费者的购买意愿，影响南京市消费者感知价值最大的因素是质量价值；消费者的感知风险负向影响消费者的购买意愿，影响南京市消费者感知风险最大的因素是技术和政策风险；不同的人口统计特征对消费者购买意愿未看出显著性差异。
关键调：新能源汽车；支付意愿；感知价值；感知风险
中图分类号：S214
文献标志码：B文章编号：1009-3230(2016)05-0036-05
AnEmpiricalStudyonTheConsumptionDemandofNewEnergy
Vehicles Based on WillingnesstoPay TakingNanjingCityasanExample
ZHANG Zhi - yuan, LIU Xiao -li, LI Xia
(Nanjing University of Posts and Telecommunications, Nanjing 210023, China)
Abstract: New energy vehicles is the strategic theme of the development of the whole world, the promotion of new energy vehicles and the expansion of the market has important research value in the field of marketing. The empirical method, the paper emphatically studied the influence of willingness to pay for new energy vehicles in Nanjing City, consumer demand, and consider the consumers ability to pay, and joined the demographic variables as a regulator, carries on the analysis using the SPSS 13.0 statistical software to 108 valid samples, obtained the following conclusions: Consumers in Nanjing for the new energy car purchase apiration inadequacy, the majority of holders of a wait and see attitude; consumer perceived value has a positive effect on consumer purchase intention, the impact of Nanjing consumer perceived value factor is the quality value; consumer perceived risk is negative to influence consumer purchase intention, the impact of Nanjing consumer perceived risk factors of the biggest is the technical and policy risks; different demographic characteristics on consumers willingness to buy not seen significant difference.
Key words: New energy vehicles; Willingness to pay; Perceived value; Perceived risk
引言 0
新能源汽车的推广作为交通能源战略转型和
收稿日期：20160325
修订日期：2016-04-05
作者简介：张芷媛，南京邮电大学贝尔英才学院，研究方向
为经济学。
万方数据
环境保护的重要举措，一直为世界各国所重视。新能源汽车的诸多优点，是应对当前能源问题与环境污染的有效手段。然而我国新能源汽车的推广和普及的进度较计划仍有较大差距，且南京市