其他摘要 | The COVID-19 pandemic has caused significant harm to people's lives and health, reducing the global population's life expectancy by 20.5 million years, but there has been a marked improvement in the environment. These have prompted a rethinking of the relationship between humans and nature and the need to implement a low-carbon lifestyle. New energy vehicles, the representative products of green travel, use more green energy such as electric energy, which can effectively reduce the consumption of energy such as oil and carbon emissions. China's new energy vehicles have shown explosive growth in recent years, but with the decline of subsidies and the intensification of market competition, the understanding and influence of new energy vehicle companies on consumers is related to the sales performance and survival and development of enterprises.
Today's largest consumption environment is the normalization of epidemic prevention and control in China since December 7 last year, that is, changes in all aspects of people's lives after experiencing long-term management of the epidemic, including consumer psychology. In order to explore the main changes in consumer psychology after long-term management of the epidemic, and whether they will affect the consumption willingness of new energy vehicles, thereby affecting purchasing behavior, the following three sub-studies were carried out:
Study 1:From the macro level, through the keywords "future", "economy", "experts", "risk" and "new energy vehicle" in Baidu index big data and the growth trend of Baidu Map Recovery Index, it is found that the long-term management of epidemics shows an upward trend compared with the outbreak period. However, it is not possible to verify the relationship between the keywords "future", "experts", "economy", "risk", and "new energy vehicle" and psychological variables "long-term benefit", "expert trust", "economic expectations", "risk acceptance", and "purchase intention of new energy vehicles", respectively.
In order to further explore the psychological changes after long-term management of the epidemic, such as long-term benefits, expert trust, economic expectations, and risk acceptance, and the relationship between these psychological changes and the purchase intention of new energy vehicles, 1169 effective large-sample empirical studies were conducted at the individual consumer level. The results show that there is a significant positive correlation between expert trust, long-term benefits, risk acceptance, and economic expectations and NEV purchase intentions.
The results of study 2 do not mean that there is a willingness to spend there will be a car purchase plan, which is a more practical behavioral variable. In the context of long-term management of the epidemic, travel convenience may make the majority of consumers' car purchase plans advance, and there will also be some consumers who do not have car purchase plans in advance, so whether there is an advance car purchase plan is an important variable. Because of the distinction between two groups, with and without advance car purchase plans, we can understand which psychological changes affect the purchase intention of consumers with advance car purchase plans and those without advance car purchase plans. New energy vehicle companies can design more accurate marketing plans according to the psychological factors of the two groups of consumers' consumption willingness to achieve more effective marketing effects. Study 3 further conducted empirical research from the individual level, using online research methods, taking randomly selected consumers over 18 years old nationwide as research objects, a total of 297 valid questionnaires were collected, and after analyzing the survey data, it was found that: (1) the long-term interests and expert trust ofpeople with early car purchase plans have a significant relationship with the willingness to purchase new energy vehicles, and the relationship with the risk assessment of the product itself is not significant; (2) For consumers who do not have a car purchase plan in advance,
the relationship between psychological changes after long-term management of the epidemic and the consumption intention of new energy vehicles is not significant, but the relationship between the risk perception of the vehicle itself and the consumption intention of new energy vehicles is significant.
Through three studies, the following conclusions were drawn:
(1) Compared with the outbreak and lockdown period, the long-term management of epidemics shows changes in the psychology of consumer groups: expert trust is improved, more inclined to long-term interests, risk acceptance is improved, and economic expectations are better;
(2) The willingness of those who have advance car purchase plans is mainly affected by long-term interests and expert trust;
(3) The willingness of those who do not purchase a car in advance is mainly affected by the risk perception of the vehicle itself.
The results of this study have important theoretical significance and practical value for strengthening the research in related fields after long-term epidemic management, such as the government's formulation of new energy vehicle policies, car companies' consumer profiling and marketing publicity, and consumers' green lifestyle practices. |
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