基于方法-目的链模型的新能源汽车消费行为研究

运用方法-目的链理论对新能源汽车消费行为进行深入分析,用因子分析和典型相关分析两种方法,探寻消费者在消费新能源汽车时其产品属性、利益、价值之间存在的关系.研究发现:消费者在购买新能源汽车时重视产品属性中的美观舒适、安全性、新能源技术、口碑与宣传、经济性,获得功能结果、社会心理结果、环保结果的利益,实现受尊重、归属感和亲情的价值观.研究拓宽了方法-目的链的应用领域,所提出的结论对新能源汽车营销实践具有指导意义.

Analysis on Consumer Behavior of New Energy Vehicles Based on Means-End Chain Model

Factor analysis and Canonical correlation analysis were used to explore the relationships among attributes, benefits and values of vehicle when consumers consider their new energy vehicle consumption. The research findings indicate that consumers pay great attention to the appearance and comfort, security, technology, publicity and economic efficiency of the new energy vehicle when they purchase new energy vehicle, in order to acquire the benefits of the function consequences, social psychology consequences and environmental protection consequences. Consequently, the consumer can achieve the value composed of respected value, perception of affiliation and family love. This research extends the application fields of the means-end chain, and provides some implications for the practice of the new energy vehicle marketing.