消费者购买电动汽车的动机:使用计划行为理论进行混合方法的信念诱导研究
Shun Mya Thwe1, Weng Marc Lim2, Kian Yeik Koay1
1Sunway Business School, Sunway University, Sunway City, Selangor, Malaysia.
Acta psychologica
|June 20, 2025
概括
了解消费者信仰是增加电动汽车 (EV) 采用的关键. 这项研究揭示了态度,感知行为控制和道德规范显著影响电动汽车购买意图,并指出了代际差异.
科学领域:
- 环境科学 环境科学
- 消费者心理学 消费者心理学
- 运输研究 运输研究
背景情况:
- 交通是二氧化碳排放的主要来源,需要更清洁的替代品,如电动汽车 (EV).
- 尽管电动汽车对环境有好处,但消费者对电动汽车的采用仍然有限.
- 像计划行为理论 (TPB) 这样的现有模型缺乏对特定信念的详细调查,这些信念推动了亲环境行动.
研究的目的:
- 通过确定影响消费者购买电动汽车决策的关键信念来扩展TPB.
- 检查行为/规范信念,态度,主观规范和EV购买意图之间的关系.
- 探索感知行为控制,道德规范,宗教信仰和代际因素在电动汽车采用中的作用.
主要方法:
- 来自33个半结构化消费者访谈的定性数据,以确定核心信念.
- 472名消费者的定量调查,使用部分最小平方结构方程建模 (PLS-SEM) 进行分析.
- 扩展 TPB 框架,包括行为,规范,控制和基于价值的信念.
主要成果:
- 消费者态度是购买电动汽车意向的最强有力的预测因素,其次是感知到的行为控制,道德规范和主观规范.
- 几代人之间的差异出现了:宗教信仰 (外部和内在) 显著影响了Y世代,但并没有影响X世代或Z世代的购买.
- 特定的行为和规范信念被确定为塑造对电动汽车采用态度和规范.
结论:
- 消费者态度,感知控制和道德考虑是电动汽车采用的关键驱动因素.
- 了解几代人的细微差别,特别是关于像宗教信仰这样的价值观,对于有针对性的电动汽车推广策略至关重要.
- 调查结果为决策者和制造商提供了实用的见解,通过知情的消费者参与来加速向可持续运输的过渡.
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