基于“国补”环境下消费者对数码产品的消费行为分析

Analysis of Consumer Behavior towards Digital Products Based on the “National Subsidy” Environment

摘要: 2024年起我国政府推出多项以旧换新消费补贴政策，2025年手机等数码产品首次被纳入补贴范围。本研究基于2025年加力扩围实施的“国补”政策背景，聚焦其对消费者数码产品购买意愿的影响机制。从政策知晓度、信任度、便捷性及产品感知等维度展开实证分析。结果显示，“政策知晓度”显著影响“购买意愿”，且“政策信任度”“便捷性”“产品感知”对“购买意愿”影响显著；20~40岁消费者受“国补”政策影响更大；多数消费者通过电商平台购买数码产品，电脑和手机购买量居前。基于此分析，本研究提出加强宣传、建立监督机制、优化消费流程、针对性扩展补贴领域和力度等建议，以期为政府优化补贴政策设计提供依据，助力消费升级与经济社会发展。

Abstract: Since 2024, the Chinese government has introduced a number of consumption subsidy policies for replacing old products with new ones. In 2025, digital products such as mobile phones were included in the scope of subsidies for the first time. This study is based on the background of the “national subsidy” policy implemented in 2025 to expand the coverage, focusing on its impact mechanism on consumers’ willingness to purchase digital products. The empirical analysis is conducted from the perspectives of policy awareness, trust, convenience, and product perception. The results showed that “policy awareness” significantly affected “purchase intention”, and “policy trust”, “convenience”, and “product perception” significantly affected “purchase intention”; Consumers aged 20~40 are more affected by the “national subsidy” policy; Most consumers purchase digital products through e-commerce platforms, with the purchase of computers and mobile phones ranking first. Based on this analysis, this study proposes suggestions for strengthening publicity, establishing a supervision mechanism, optimizing the consumption process, and expanding the scope and intensity of subsidies in a targeted manner, in order to provide a basis for the government to optimize the design of subsidy policies and help promote consumption upgrading and economic and social development.