【正文】 I / 39環(huán)保節(jié)能型汽車(chē)購(gòu)買(mǎi)影響因素分析摘 要 “節(jié)能環(huán)保”是全球發(fā)展的永恒主題。環(huán)保節(jié)能型汽車(chē)正是以小排量，污染小，甚至達(dá)到無(wú)污染為目標(biāo)，平衡了發(fā)展與環(huán)保之間的問(wèn)題。它必將成為未來(lái)汽車(chē)發(fā)展的主流，但受傳統(tǒng)消費(fèi)習(xí)慣的影響使用比例仍然偏低。報(bào)告以南京市消費(fèi)者購(gòu)買(mǎi)環(huán)保節(jié)能型汽車(chē)影響因素的問(wèn)卷結(jié)果為依據(jù)，首先進(jìn)行描述性分析，了解消費(fèi)者能接受的環(huán)保節(jié)能型汽車(chē)價(jià)位與收入的關(guān)系、消費(fèi)者了解此汽車(chē)的媒體途徑及對(duì)環(huán)保節(jié)能型汽車(chē)所關(guān)注和擔(dān)心的問(wèn)題；其次通過(guò)對(duì)“環(huán)保意識(shí)” 、 “經(jīng)濟(jì)感知” 、 “價(jià)格敏感度” 、 “質(zhì)量感知” 、 “形象感知”和“風(fēng)險(xiǎn)感知”這六個(gè)方面構(gòu)建了模型并提出研究假設(shè)，通過(guò)對(duì)調(diào)查數(shù)據(jù)進(jìn)行探索性因子分析和線性回歸分析來(lái)驗(yàn)證假設(shè)模型，以了解消費(fèi)者購(gòu)買(mǎi)環(huán)保節(jié)能型汽車(chē)的影響因素。通過(guò)這次調(diào)研，幫助汽車(chē)產(chǎn)業(yè)根據(jù)消費(fèi)者的心理及購(gòu)買(mǎi)環(huán)保節(jié)能型汽車(chē)的影響因素進(jìn)行生產(chǎn)規(guī)劃和營(yíng)銷(xiāo)策略整合，使環(huán)保節(jié)能型汽車(chē)能廣泛地被消費(fèi)者所接受，從而達(dá)到整個(gè)產(chǎn)業(yè)健康和可持續(xù)發(fā)展，為落實(shí)國(guó)家能源發(fā)展戰(zhàn)略，加快建設(shè)資源節(jié)約型和環(huán)境友好型社會(huì)做出努力。關(guān)鍵詞：環(huán)保節(jié)能型汽車(chē) 影響因素 營(yíng)銷(xiāo)啟示The analysis of the factors of the energysaving auto Abstract“Energy conservation and environmental protection” is an eternal theme in global development. Environmental energyefficient cars with low emissions， pollution is small， even to pollutionfree as the goal， balance between development and environmental protection. It will bee the mainstream of the future， but the car development by the influence of traditional consumption habits use ratio is still low. Report to Nanjing consumers purchase environment friendly automobile influence factors based on the questionnaire result descriptive analysis， first of all， understand consumers can accept of environmental protection energysaving auto price and ine， the relations between consumers understand this car for environmental protection ways and the media attention and worry about saving the car。 Second through the “environmental protection consciousness”， “economic perception”， “price sensitivity”， “quality perception”， “image perception” and “risk perception” these six aspects constructs the model and propose the research hypotheses， through to the survey data exploratory factor analysis and linear regression analysis to verify hypothesis model， in order to understand the environment friendly car consumers to buy influence factors. Through this research， help the car industry according to consumer psychology and environment friendly car purchase the influence factors of production planning and marketing strategy， make the environment friendly car integration can be widely accepted by consumers， so as to achieve the entire industry healthy and sustainable development， and to carry out the national energy development strategy， speed up the construction of the resource conservation and environment. Key words: energysaving auto。 Influencing factors。 Marketing enlightenmentIII / 39目 錄摘 要 ....................................................................ⅠABSTRACT................................................................................................................................Ⅱ第一章 導(dǎo)論 .............................................................................................................................1 研究背景 ...........................................................................................................................1 研究意義 ..........................................................................................................................1 研究或解決的問(wèn)題 ..........................................................................................................1 研究手段及研究方法 ......................................................................................................2第二章 環(huán)保節(jié)能型汽車(chē)與消費(fèi)者行為的基本理論研究 .........................................4 環(huán)保節(jié)能型汽車(chē)及相關(guān)理論簡(jiǎn)述 ..................................................................................4 消費(fèi)者行為及相關(guān)理論簡(jiǎn)述 ..........................................................................................4 環(huán)保節(jié)能型汽車(chē)購(gòu)買(mǎi)行為理論綜述 ..............................................................................7第三章 概念模型及研究設(shè)計(jì) .............................................................................................9 模型構(gòu)建與研究假設(shè) ......................................................................................................9 研究設(shè)計(jì)與樣本收集 .....................................................................................................11 信度分析 ........................................................................................................................13第四章 環(huán)保節(jié)能型汽車(chē)購(gòu)買(mǎi)影響因素分析和研究結(jié)論 .......................................14 描述性分析 ....................................................................................................................14 探索性因子分析 ............................................................................................................15 線性回歸分析 ................................................................................................................17 分析結(jié)論 ........................................................................................................................18第五章 促進(jìn)環(huán)保節(jié)能型汽車(chē)購(gòu)買(mǎi)的對(duì)策研究 ..........................................................20 從政府的角度解決 ........................................................................................................20 從企業(yè)的角度解決 ........................................................................................................21結(jié)語(yǔ) ..............................................................................................................................................23參考文獻(xiàn) .....................................................................................................................................24致 謝 .........................................................................................................................................25附 件 .........................................................................................................................................261 / 39第一章 導(dǎo)論 研究背景“節(jié)能環(huán)?！笔侨虬l(fā)展的永恒主題。今年的“兩會(huì)”中，節(jié)能環(huán)保也再一次成為焦點(diǎn)。我們生存的地球正面臨著嚴(yán)峻挑戰(zhàn)，氣候變暖、環(huán)境惡化，人類(lèi)所依賴的傳統(tǒng)能源嚴(yán)重枯竭，一場(chǎng)空前的人類(lèi)發(fā)展與自然問(wèn)題相沖突的問(wèn)題已經(jīng)擺在我們面前。節(jié)能與環(huán)保是國(guó)家發(fā)展的百年大計(jì)。環(huán)保節(jié)能型汽車(chē)是以小排量，污染小，甚至以達(dá)到無(wú)污染為目標(biāo)，平衡了發(fā)展與環(huán)保之間的問(wèn)題。它必將成為世界未來(lái)汽車(chē)發(fā)展的主流，成為消費(fèi)者關(guān)注的熱點(diǎn)。但受傳統(tǒng)消費(fèi)習(xí)慣的影響使用比例仍然偏低。積極發(fā)展環(huán)保節(jié)能型汽車(chē)符合我國(guó)能源實(shí)際供給情況和大