消费者主观心理因素对电动汽车购买意愿的影响研究

Research on the Influence of Consumer Subjective Psychological Factors on the Willingness to Purchase Electric Vehicles

摘要: 本研究在环境污染和能源危机的背景下，探讨了消费者主观心理因素对电动汽车购买意愿的影响。面对日益严峻的环境问题和能源供应压力，电动汽车作为一种清洁、低碳的出行方式，其市场潜力日益凸显。为了深入理解消费者购买电动汽车的动机和影响因素，本研究采用了结构方程模型作为分析工具，并综合考察了态度、主观规范、感知行为控制、环境知识、环境责任感以及消费者感知有效性对电动汽车购买意愿的影响。通过实证研究发现，态度、主观规范、感知行为控制均对消费者的电动汽车购买意愿产生了正向影响；环境知识正向影响消费者对电动汽车的态度；环境责任感正向影响电动汽车购买意愿；消费者感知有效性正向影响电动汽车购买意愿；环境责任感正向影响消费者感知有效性；态度在环境知识与电动汽车购买意愿之间起到部分中介作用；消费者感知有效性在环境责任感与电动汽车购买意愿之间起到部分中介作用。通过深入理解消费者心理，企业和政策制定者可以制定更有效的营销策略和政策措施，以推动电动汽车市场的健康发展，从而缓解环境污染和能源危机问题。

Abstract: Under the background of environmental pollution and energy crisis, this study discusses the influence of consumers’ subjective psychological factors on the purchase intention of electric vehicles. Facing the increasingly severe environmental problems and energy supply pressure, as a clean and low-carbon mode of travel, the market potential of electric vehicles is increasingly prominent. In order to deeply understand the motivation and influencing factors of consumers buying electric vehicles, this study adopts structural equation model as an analysis tool, and comprehensively investigates the influence of attitude, subjective norms, perceived behavior control, environmental knowledge, environmental responsibility and perceived consumer effectiveness on the purchase intention of electric vehicles. Through empirical research, it is found that attitude, subjective norms and perceived consumer effectiveness have a positive impact on consumers’ willingness to buy electric vehicles; environmental knowledge positively affects consumers’ attitude towards electric vehicles; Environmental responsibility positively affects the purchase intention of electric vehicles, perceived consumer effectiveness positively affects the purchase intention of electric vehicles; Environmental responsibility positively affects perceived consumer effectiveness; attitude plays a partial mediating role between environmental knowledge and electric vehicle purchase intention; perceived consumer effectiveness plays a partial intermediary role between environmental responsibility and electric vehicle purchase intention. By deeply understanding consumer psychology, enterprises and policy makers can formulate more effective marketing strategies and policy measures to promote the healthy development of the electric vehicle market, thus alleviating environmental pollution and energy crisis.