| With the rapid development of China’s economy and the continuous improvement of residents’ living standard,residents’ consumption has entered the automobile era.The rapid increase in the number of family fuel vehicles has become an important source of high carbon energy consumption and increased carbon dioxide emissions.Therefore,how to save energy and reduce emissions has become the key development direction of China’s automobile industry.As a breakthrough to solve the problem of high carbon emission of traditional fuel vehicles,new energy vehicles show great potential in reducing greenhouse gas emissions and improving air pollution.It is also an important opportunity for China’s automobile industry to change the development direction.The Chinese government has issued a series of policies to promote the promotion of new energy vehicles.However,the proportion of new energy vehicles in the consumption of family cars is still not high,and there is a dilemma of "hawking".More and more researches focus on the factors influencing the purchase intention of new energy vehicles,but ignore the experience utility of the buyers of new energy vehicles,which is of great significance to the promotion of new energy vehicles.Especially in the context of interpersonal relationship-oriented social culture in China,individuals’ consumption decisions are more likely to be influenced by those around them.So,whether the new energy vehicle buyers are willing to recommend the new energy vehicle to their friends is crucial to the promotion of new energy vehicles.Therefore,from the perspective of post-engagement,the research on the effect mechanism of experience utility of buyers of new energy vehicles on recommendation intention will provide theoretical basis and decision-making basis for the development of new energy vehicle industry and the government’s formulation of new energy vehicle promotion policies.For this reason,this paper takes buyers of new energy vehicles as the research object.Firstly,through the exploratory research method of grounded theory,it constructs a theoretical model of the influence mechanism of experience utility of buyers of new energy vehicles on recommendation intention.On this basis,put forward the research hypothesis,development scale,carry out questionnaire survey,using multivariate statistical analysis and structural equation model and other quantitative empirical method,the experience of new energy vehicles already bought those utility on the influence mechanism of recommendation intention theory model to empirical test,in the end,according to the results from the new energy automobile manufacturing enterprises,sales enterprises and government three aspects proposed to promote new energy vehicles are suggested.The research contents of this paper are mainly carried out from the following aspects:First,from the Angle of "afterwards" analysis,using the grounded theory to explore the nature of sex research method,based on the new energy vehicles already bought in-depth interviews to obtain raw materials,through the open coding,axial coding,selective coding saturation test and theory,constructs the new energy vehicles already bought from the experience of mechanism theory to examine the effects of utility of recommendation intention model.The following conclusions are drawn: the experience utility of buyers of new energy vehicles can be divided into four dimensions: technical experience,cost experience,interpersonal experience and emotional experience.The experience utility of buyers of new energy vehicles affects recommendation intention through satisfaction,and the influence of satisfaction on recommendation intention is regulated by situational factors,including the comprehensiveness of after-sales service,the perfection of infrastructure,economic incentive policies and non-economic incentive policies.Second,on the basis of the theory of grounded theory to build the model,put forward the research hypothesis,and then through reading literature and depth interview data to build the initial scale,and then the preliminary investigation,to modify the problem of the initial scale,followed by a formal investigation,and finally developed a set of stable and reliable measurement scale of new energy vehicles experience.Thirdly,the theoretical model is empirically tested and modified by means of multivariate statistical analysis and structural equation model,so as to form the final model of the mechanism of the effect of experience utility on recommendation intention of buyers of new energy vehicles.The results show that: technology experience directly affects recommendation intention,while technology experience and cost experience have no significant influence on satisfaction.Interpersonal experience and emotional experience indirectly affect recommendation intention through satisfaction.The influence of satisfaction degree on recommendation intention is regulated by the comprehensiveness of after-sales service,the perfection of infrastructure and non-economic incentive policies.The recommendation intention of buyers of new energy vehicles varies significantly with individual characteristics,but there is no significant difference in family characteristics.Fourth,integrated the grounded theory in the study of qualitative research and structural equation model for the main conclusions of empirical research,the new energy automobile manufacturing enterprises,new energy automobile sales enterprises,government departments three aspects put forward to improve the new energy vehicles already bought satisfaction,relevant Suggestions to improve recommendation intention,but also illustrates the research limitations and needs further research direction and content.There are 6 figures,32 tables and 139 references in this paper. |
