管理评论

管理评论 ›› 2023, Vol. 35 ›› Issue (1): 146-158.

• 市场营销 • 上一篇    下一篇

基于消费者价值观和有限理性的新能源汽车购买意愿与助推政策研究

杨珂欣1,2, 张奇1,2, 余乐安3, 潘勋章1,2   

  1. 1. 中国石油大学(北京)经济管理学院, 北京 102249;
    2. 中国石油大学(北京)中国能源战略研究院, 北京 102249;
    3. 北京化工大学经济管理学院, 北京 100029
  • 收稿日期:2021-09-02 出版日期:2023-01-28 发布日期:2023-02-27
  • 通讯作者: 张奇(通讯作者),中国石油大学(北京)经济管理学院、中国能源战略研究院教授,博士生导师,博士
  • 作者简介:杨珂欣,中国石油大学(北京)经济管理学院、中国能源战略研究院博士研究生;余乐安,北京化工大学经济管理学院教授,博士生导师,博士;潘勋章,中国石油大学(北京)经济管理学院、中国战略研究院副教授,博士生导师,博士。
  • 基金资助:
    国家社会科学基金重大项目(21ZDA030);国家自然科学基金面上项目(71974197)。

Study on New Energy Vehicle Purchase Intention and Nudge Policy Based on Consumer Values and Bounded Rationality

Yang Kexin1,2, Zhang Qi1,2, Yu Lean3, Pan Xunzhang1,2   

  1. 1. School of Economics and Management, China University of Petroleum-Beijing, Beijing 102249;
    2. Academy of Chinese Energy Strategy, China University of Petroleum-Beijing, Beijing 102249;
    3. School of Economics and Management, Beijing University of Chemical Technology, Beijing 100029
  • Received:2021-09-02 Online:2023-01-28 Published:2023-02-27

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摘要： 在补贴退坡背景下,新能源汽车的发展仍面临着巨大挑战,需要低成本高效率的可持续激励政策相配合。本研究从消费者决策机制入手,在考虑消费者价值观和有限理性的基础上,通过收集调查问卷和构建结构方程模型,分析厘清了新能源汽车补贴退坡政策对不同消费者群体购买意愿的影响,并探究了助推政策在补贴退坡下对消费者购买态度的调节作用。研究发现:(1)消费者价值观会影响购买态度,其中,环保价值观和创新价值观影响为正,功能价值观影响为负,且创新价值观影响程度最大,环保价值观影响最小;(2)羊群效应对购买态度影响为负,权威效应的影响为正,但两者对购买意愿的总效应均显著为正,且权威效应影响更大,适用群体范围更广;(3)补贴退坡对购买态度和购买意愿均起中介作用,对购买意愿直接作用显著为负;(4)相对成本框架和积极环保框架分别对购买态度和有限理性的作用具有调节效应。基于以上结论,本研究提出,随着补贴退坡,政府和企业需要提升新能源汽车的功能属性;在政策设计方面,采用相对成本框架类助推政策的调节效果最佳,而采用积极环保框架类助推政策则需要考虑受众有限理性的程度。研究成果为后补贴时代新能源汽车推广政策的设计提供了有力的决策支持和政策工具。

关键词: 新能源汽车, 补贴退坡, 有限理性, 框架类助推, 结构方程模型

Abstract: As government subsidies phase out, the new energy vehicle sector that still faces severe challenges needs to be supported by low-cost and efficient sustainable incentive policies. Starting with consumer decision-making mechanism, considering consumer values and bounded rationality, the present study analyzes the impact of the fading subsidy policies for new energy vehicle on different consumer groups’ purchase intention by collecting questionnaires and constructing structural equation model, and explores the moderation effect of frame nudge policy on purchase attitude in the absence of subsidy. The results are as follows. (1) Consumers’ values will affect their purchase attitude. Specifically, their environmental values and innovative values have a positive impact and their functional values have a negative impact, with the largest impact from their innovative values and the smallest impact from their environmental values. (2) Herding effect has a negative impact on purchase attitude and appeal of authority has a positive one, but the total effect of both on purchase intention is significantly positive, and authority effect is wider. (3) The phase-out of subsidies plays a mediating role in purchase attitude and intention, and the direct effect on purchase intention is significantly negative. (4) Relative cost frame and positive environmental frame have a moderating effect on purchase attitude and bounded rationality respectively. Based on the above conclusions, the present study suggests that with the decrease of subsidies, the government and enterprises should improve the functional attributes of new energy vehicle, and policies should be designed in such a manner as to bear in mind that nudge policies based on relative cost frame has the best moderating effect, while the effect of nudge policies based on positive environmental frame depends on consumers’ degree of bounded rationality. The results provide powerful decision support and policy tools for designing new energy vehicle promotion policies in the post subsidy era.

Key words: new energy vehicle, subsidy phase out, bounded rationality, frame nudge, SEM