双积分政策下消费者新能源车购买意愿的实证研究与营销启示

An Empirical Study of Consumers’ New Energy Vehicle Purchase Decisions under the Dual Credit Policy and Marketing Insights

摘要: 双积分政策是推动中国新能源汽车市场发展的重要政策工具，但其对消费者决策的影响机制仍需深入探讨。本研究整合技术接受模型和需求层次理论，构建“政策–认知–意愿”分析框架，考察了双积分政策下影响消费者新能源汽车购买决策的影响因素。研究发现：经济效益和尊重需求显著正向影响购买意愿，且双积分政策通过提升这两个维度的消费者感知间接促进了新能源汽车的购买；但政策对产品性能的直接影响不显著。基于此，研究提出差异化营销策略建议，为政企协同促进新能源汽车普及提供参考。

Abstract: The dual credit policy is an important policy tool to promote the development of China’s new energy vehicle market, but its influence mechanism on consumer decision-making still needs to be explored in depth. This study integrates the technology acceptance model and the hierarchy of needs theory to construct a “policy-cognition-intention” analytical framework, and examines the influencing factors of the dual credit policy that affect consumers’ new energy vehicle purchasing decisions. The study finds that economic benefits and respect for needs significantly and positively affect the willingness to buy, and that the dual credit policy indirectly promotes the purchase of new energy vehicles by improving consumer perceptions of these two dimensions; however, the direct effect of the policy on product performance is not significant. Based on this, the study proposes a differentiated marketing strategy to provide a reference for government-enterprise collaboration to promote the popularization of new energy vehicles.