作　　者： (石娟）; (李榕）;

机构地区： 天津理工大学管理学院,天津300384

出　　处： 《生态经济》 2017年第9期79-85,共7页

摘　　要： 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 vehicle market is still in the initial stage of development, so, the effective guidance of consumers＇ interests cognition is also the key to the development of new energy vehicles market when it makes the continuous improvement of technology and optimizes the business model. Marketing information is an important way for consumers to understand the product, so, it＇s important to study on the influence mechanism of marketing information on new energy vehicles. This paper designed the experimental materials which mainly contains the interest demand information, and explored the influence of different information frameworks and social distance frameworks on the willingness of individual new energy vehicles with the introduction of Self-construction and the application of psychological experiment method. Ultimately, this paper made variance analysis and mean variance test for data collected form the 217 subjects. The result reveals that persons with independent self- construction had stronger adoption willingness when Gain framing Message was given, and persons with interdependent self- construction had stronger adoption willingness when loss framing message was given. Persons with interdependent self- construction had the strongest adoption willingness when the material highlights the social interest and loss results. Finally, it put forward suggestions for the practice work of marketing promotion based on the research results.

关 键 词： 自我建构 信息框架 社会距离 营销信息 采用意愿