| 摘要: |
| 在综合考虑内外部驱动机制的基础上,将生态消费成熟度划分为产品知识成熟度、责任意识成熟度和感知效力成熟度三个维度,结合技术接受模型,将消费者创新性作为技术接受模型与生态购买意愿的调节变量,从微观层面构建生态消费模式的促进机制模型,提出针对性的政策建议。以新能源汽车为例,以福州、厦门、泉州居民的生态消费行为为样本,利用结构方程模型等工具,探究影响公众生态消费模式的深层次因素,结果显示,生态消费成熟度、感知有用性、感知风险和消费者创新性显著影响公众的新能源汽车购买意愿。 |
| 关键词: 生态消费模式 生态消费成熟度 技术接受模型 消费者创新性 |
| DOI：10.13216/j.cnki.upcjess.2017.02.0004 |
| 分类号:F062.6;F205 |
| 基金项目:福建省社会科学规划项目(2013B52) |
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| Research on Promotion Mechanism and Policy of Public Ecological Consumption Pattern ——Take New Energy Vehicle as the Example |
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XUE Hanxin
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(Department of Administration, The Party School of Fuzhou, Fuzhou, Fujian 350014, China)
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| Abstract: |
| Based on the interaction of internal and external driving mechanism, this paper divides the ecological consumption sophistication into three dimensions,namely, product knowledge sophistication,responsibility consciousness sophistication,perceived effectiveness sophistication.Combined with technology acceptance theory,it introduces consumer innovativenessas a moderator impacting the relationship between ecological consumption sophisticationandecological purchase intention.It constructs the promotion mechanism model of ecological consumption pattern atthe microcosmic leveland puts forward some policy suggestions. Taking the new energy vehicle as an example, this paper takes the eco-consumption behavior of residents in Fuzhou, Xiamen and Quanzhou as a sample, and uses the structural equation model to explore the deep-seated factors influencing ecological consumption patternof the public. The result shows that ecological consumption sophistication, perceived usefulness, perceived risk, and consumer innovativeness significantly affect the purchase intention of new energy vehicles of the public. |
| Key words: ecological consumption pattern ecological consumption sophistication consumer innovativeness technology acceptance theory |
