跨文化视角下电动汽车购车决策的影响机制研究——基于个人主义与集体主义价值观的对比分析

Cross-Cultural Mechanisms Influencing Electric Vehicle Adoption from a Cross Cultural Perspective—A Comparative Analysis of Individualistic vs. Collectivistic Cultural Values

摘要: 在全球电动汽车(EV)市场快速发展的背景下，不同国家和地区的消费者接纳速度存在显著差异。本研究旨在探究文化价值观在解释这一差异中的作用，特别是霍夫斯泰德(Hofstede)的个人主义(IDV)维度。我们构建了一个多元线性回归模型，利用2019至2023年间28个国家的面板数据，分析了个人主义、人均GDP、原油价格及充电桩覆盖率对每万人电动汽车销量的综合影响。研究结果表明，个人主义文化对电动汽车的市场渗透率具有高度显著的正向预测作用(β = 1.31, p < 0.001)，即在个人主义倾向更强的国家，电动汽车更受欢迎。此外，研究证实了人均GDP (β = 25.18, p < 0.001)、充电桩覆盖率(β = 0.30, p < 0.001)和原油价格(β = 0.02, p < 0.05)同样是推动市场的关键因素。本研究的结论强调，在传统的经济和技术因素之外，文化价值观是理解和预测全球电动汽车市场动态不可或缺的维度。这些发现为政府制定差异化的推广政策以及企业设计跨文化营销策略提供了重要的实证依据。

Abstract: Against the backdrop of the rapid development of the global electric vehicle (EV) market, significant disparities exist in consumer adoption rates across different countries and regions. This study aims to investigate the role of cultural values, specifically Hofstede’s dimension of individualism (IDV), in explaining these differences. We constructed a multiple linear regression model using panel data from 28 countries spanning 2019 to 2023 to analyze the combined effects of individualism, GDP per capita, crude oil prices, and charging coverage on EV sales per 10,000 people. The results reveal that an individualistic culture has a highly significant positive predictive effect on EV market penetration (β = 1.31, p < 0.001), indicating that EVs are more popular in countries with a stronger individualistic orientation. Furthermore, the study confirms that GDP per capita (β = 25.18, p < 0.001), charging coverage (β = 0.30, p < 0.001), and crude oil prices (β = 0.02, p < 0.05) are also key drivers of the market. The findings of this research underscore that, beyond conventional economic and technological factors, cultural values are an indispensable dimension for understanding and forecasting global EV market dynamics. These insights provide crucial empirical evidence for governments to formulate differentiated promotion policies and for corporations to design cross-cultural marketing strategies.