新能源汽车消费促进政策对潜在消费者购买意愿的影响

如何提升潜在消费者的购买意愿对于促进新能源汽车市场发展至关重要。本文以SOR理论为基础，通过对河南省洛阳市四个县区的问卷调查，运用结构方程模型分析了新能源汽车消费促进政策对潜在消费者的影响。结果表明：①消费促进政策通过感知价值和感知风险对潜在消费者的购买意愿产生影响，其中充电政策的影响最大，路权政策次之，再次是宣传政策，购车政策的影响最小。因此，购车政策退坡后新能源汽车销量大幅下滑的局面不太可能发生。②潜在消费者更加关注新能源汽车的前期感知价值而较少关注后期的使用风险，宣传政策、购车政策及充电政策越完备，潜在消费者对新能源汽车的感知价值越高，越能激发其购买意愿。③在不同群体间，收入和教育背景对新能源汽车购买意愿的调节作用比较明显，高收入高学历的潜在消费者更加关注购车后的使用权益保障，即路权政策以及充电政策，而低学历低收入的潜在消费者更加关注前期的消费权益保障，即购车政策的经济激励。在政策各环节对感知风险的影响路径上，低收入以及低学历群体的感知风险普遍比高学历高收入群体要显著。鉴于此，本文提出，新能源汽车消费促进政策应注重充电市场的完善，将购车经济补贴政策逐步向充电基础设施以及路权优惠政策方面转移，且针对不同层次的潜在消费者要实施差异化、多元化的促销政策。

The Influence of New Energy Vehicle Consumption Promotion Policy on the Purchase Intention of Potential Consumers

How to improve the purchase intention of potential consumers is very important to promote the development of new energy vehicle market. Based on SOR theory, the influence of new energy vehicle consumption promotion policy on potential consumers is analyzed by using structural equation model through a questionnaire survey in four counties of Luoyang City, Henan Province. The results show that: ① The consumption promotion policies affect the purchase intention of potential consumers through perceived value and perceived risk, among which the charging policy has the largest impact, the right of way policy is the second, the publicity policy is the third, and the purchase policy has the smallest impact. Therefore, it is unlikely to happen that the sales volume of new energy vehicles will drop sharply after the cancellation of car purchase policy. ② Potential consumers pay more attention to the perceived value of new energy vehicles in the early stage and less attention to the use risk in the later stage. The more complete the publicity policy, car purchase policy and charging policy are, the higher the perceived value of new energy vehicles for potential consumers is, the more incentive they are to purchase. ③ Among different groups, the adjustment of income and education background on the purchase intention of new energy vehicles is more obvious. Potential consumers with high income and high education pay more attention to their use rights and interests after purchase, such as the right of way policy and charging policy, while potential consumers with low education and low income pay more attention to their consumption rights and interests in the early stage, such as the economic incentive of purchase policy. In terms of the impact path of every policy on perceived risk, the perceived risk of low-income and low educated groups is generally more significant than that of high educated and high-income groups. Finally, this paper proposes that the consumption promotion policy on new energy vehicle should pay attention to the improvement of the charging market, gradually transfer the economic subsidy policy to the charging infrastructure and the preferential policy of the right of way, and implement the differentiating and diversified promotion policies for the different potential consumers.