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我国新能源汽车市场尚处于发展初期,在不断完善技术、优化商业模式的同时,有效引导消费者的利益认知也是新能源汽车市场发展的关键所在。企业的营销信息是消费者了解产品的重要途径,因此,营销信息对新能源汽车采用意愿的影响机制研究十分必要。文章运用心理学实验的方法,设计以新能源汽车利益诉求为主要信息的实验材料,引入自我建构这一心理变量,探究不同信息框架和社会距离框架对个体新能源汽车采用意愿的影响,最终对217个被试者数据进行方差分析和均值差异性检验。研究结果表明:独立自我建构的个体在“促进”信息框架下的采用意愿更强,关联自我建构的个体在“防御”信息框架下的采用意愿更强,当材料强调“利社会—防御”时关联自我建构的个体采用意愿最强。最后,基于研究结果为新能源汽车的营销推广实践工作提出建议。
China’s new energy automotive market is still in its infancy, while constantly improving technology, optimizing business models, effectively guiding the interests of consumers is also the key to the development of new energy vehicles market. The marketing information of enterprises is an important way for consumers to understand the products. Therefore, it is necessary to study the influence mechanism of marketing information on the willingness of new energy vehicles. This article uses the method of psychology experiment to design the experimental material which take the interest demand of new energy vehicles as the main information and introduces the psychological variable of self-construction to explore the influence of different information frame and social distance framework on the adoption intention of individual NEVs. Finally, 217 subjects data analysis of variance and mean difference test. The results show that the independent self-constructed individuals are more willing to adopt under the “promotion ” information frame, and the individuals with self-constructed relationship are more willing to adopt under the “defense ” information frame. When the material emphasizes Social-defensive "self-construction associated with the most willing to adopt the individual. Finally, based on the research results, suggestions are put forward for the marketing promotion of new energy vehicles.