| Driven by dual crisis of energy and environment,new energy vehicles(NEVs)will be the inexorable trend of the development of vehicle industry.Under the support of national and local policies,car production has grown fast in the past 2 years.While the blowout derived from the stimulation of public policies,not the genuine endogenous dynamic of marketing.Furthermore,government's predominance has weakened the function of marketing itself,causing customers' lacking of acquaintance of NEVs itself and benefits thereof,which hinders customers' desire for choosing and purchasing NEVs.Hence,how to lead customers' psychological cognition and effectively inspire their purchasing intention become the focus to promote the endogenous dynamic of development of NEVs.NEVs being a new energy-saving and environmentally friendly production,the purchasing behavior of NEVs isa complicated psychological process varying from recognition to decision-making,so either government or enterprises should lay emphasis on the understanding and grasping of this process.The research on the influence mechanism of the new energy vehicle purchase intention is still less,so,this paper introduces consumer segmentation variables of self-construction,from the prospect of marketing,discussing how self-construction and social-distancing influence the purchasing intention of NEVs and proposing some advice for popularizing and practicing NEVs marketing.The main contents of this paper include:(1)Firstly,this paper retrospect and combing related theory and literature,and then study and generalize the relations between variables so as to build concept model and propose research hypothesis.(2)Secondly,experimental researchdesigned situation simulated experiment materials and collects 116 pieces of valid data.The interactive effects of the two factors on purchase intention were tested by two factor analysis of variance and T test.Then,the interaction effect is explained by the simple effect analysis.(3)Thirdly,Empirical research collects 301 valid data by online questionnaire.By consulting literature and mature scale this paper designs the measurement scale in this research,exerting the data collected to implement reliability and validity test on scale and testing the research hypothesis through stepwise regression.(4)Finally,some marketing strategies are put forward.The main conclusions are as follows:(1)self-construction and social-distancing has significant interactive influence on purchasing intention of NEVs,as well as effect of correlation matching which means for independent self-construction individual,closer social-distancing can sparkle stronger purchasing intention;for those correlated self-construction individual,farther social-distancing can sparkle stronger purchasing intention.(2)The main effect of social distance on the two levels of self construction is significant.(3)social-distancing has regulatory influence on relations respectively between self-construction and purchasing intention and between self-construction and subjective principle and no significance influence on the relation between self-construction and perceived behavior control.Finally,this paper proposes some marketing suggestion on the basis of research result form the perspectives of government and enterprise.It is suggested that the "self construction" should be regarded as the differentiation of the target population,and the related marketing information should be transmitted to different market segments,meanwhile,Improving consumer perceived behavioral control with detailed product related information.It also suggested that the relevant government departments to actively guide the public on the interests of new energy vehicles with father social distance perception.It can also stimulate the situational self-construction of the public,and transfer of relevant information to them,thereby affecting and promoting theconsumers willingness to purchase of new energy vehicles. |
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