[1]贾稳见,张文澜,马壮林,等.助推理念下农村地区新能源汽车购置意愿[J].长安大学学报(自然科学版),2025,45(4):166-176.[doi:10.19721/j.cnki.1671-8879.2025.04.014]
 JIA Wen-jian,ZHANG Wen-lan,MA Zhuang-lin,et al.Purchase intention of new energy vehicles in rural China based on nudge theory[J].Journal of Chang’an University (Natural Science Edition),2025,45(4):166-176.[doi:10.19721/j.cnki.1671-8879.2025.04.014]
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助推理念下农村地区新能源汽车购置意愿()
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长安大学学报(自然科学版)[ISSN:1006-6977/CN:61-1281/TN]

卷:
第45卷
期数:
2025年4期
页码:
166-176
栏目:
交通工程
出版日期:
2025-07-30

文章信息/Info

Title:
Purchase intention of new energy vehicles in rural China based on nudge theory
文章编号:
1671-8879(2025)04-0166-11
作者:
贾稳见12张文澜1马壮林12张日亮3毕宇明4
(1. 长安大学 运输工程学院,陕西 西安 710064; 2. 长安大学 综合交通运输理论交通运输行业重点试验室,陕西 西安 710064; 3. 北京交通大学 交通运输学院,北京 100044; 4. 比亚迪汽车工业有限公司,广东 深圳 518118)
Author(s):
JIA Wen-jian12 ZHANG Wen-lan1 MA Zhuang-lin12 ZHANG Ri-liang3 BI Yu-ming4
(1. School of Transportation Engineering, Chang'an University, Xi'an 710064, Shaanxi, China; 2. Key Laboratory of Transport Industry of Comprehensive Transportation Theory, Chang'an University,Xi'an 710064, Shaanxi, China; 3. School of Traffic and Transportation, Beijing Jiaotong University,Beijing 100044, China; 4. BYD Automotive Industry Co., Ltd., Shenzhen 518118, Guangdong, China)
关键词:
交通工程 新能源汽车 整合选择与潜变量模型 农村地区 购置意愿 助推措施
Keywords:
traffic engineering new energy vehicles integrated choice and latent variable model rural area purchase intention nudge strategies
分类号:
U491
DOI:
10.19721/j.cnki.1671-8879.2025.04.014
文献标志码:
A
摘要:
为了探究农村地区消费者新能源汽车购置意愿的驱动因素,提高农村地区新能源汽车渗透率,为新能源汽车下乡活动提供政策支持,基于助推理论,设计揭示偏好和陈述偏好调查问卷,构建整合的选择与潜变量模型,分析助推措施、心理潜变量、个体社会经济特征对农村消费者新能源汽车购置意愿的影响机理。研究结果表明:提供新能源汽车使用成本节省信息或国家新能源汽车发展规划目标信息可显著提升农村消费者的新能源汽车购置意愿; 提供新能源汽车碳减排信息对购置意愿的影响不显著; 新技术敏感度和新能源汽车认知与购置意愿显著正相关,而环保意识的影响不显著; 出行成本感知通过调节助推措施的效果,间接影响新能源汽车购置意愿; 社会经济特征变量对新能源汽车购置意愿无直接效应,但可通过影响心理潜变量间接作用于购置意愿; 男性消费者具有较高的新能源汽车认知水平和新技术敏感度; 中年消费者[30,50)岁具有较高的环保意识和出行成本感知水平; 受教育程度较高的农村消费者(大专及以上学历)呈较高的新能源汽车认知水平、环保意识和新技术敏感度; 高收入(家庭年收入6万元及以上)农村消费者具有较高的出行成本感知; 鉴于新能源汽车购置补贴全面退坡,应考虑发挥信息提供型助推措施的作用,同时重视农村消费者群体异质性,制定差异化的助推措施,提高农村地区新能源汽车渗透率。
Abstract:
To investigate the driving factors influencing rural consumers' intention to purchase new energy vehicles(NEVs), improve the penetration rate of NEVs in rural China, and provide policy support for the “NEV to the countryside” campaigns, revealed preference and stated preference questionnaires were designed based on the nudge theory, and an integrated choice and latent variable model was developed to analyze the influence mechanisms of nudge strategies, psychological latent variables, and individual socio-economic characteristics on rural consumers' NEV purchase intention. It is shown that providing information on the cost savings of NEVs or the national NEV development plan targets significantly increase rural consumers' NEV purchase intention. However, providing information on carbon emission reduction of NEVs is found to have no significant effect. The new technology sensitivity and NEV awareness are found to be positively related to purchase intention, while the impact of environmental consciousness is not significant. The perception of travel cost is found to indirectly affect rural consumers' NEV purchase intention through moderating the effects of nudge strategies. Socio-economic characteristics are confirmed to have no direct effect on NEV purchase intention, but can be mediated through psychological latent variables. Higher level of NEV awareness and new technology sensitivity are exhibited by male consumers. Middle-aged consumers [30, 50)years old are found to have a higher level of environmental consciousness and travel cost perception. Rural consumers with higher educational attainment(college degree or above)present higher level of NEV awareness, environmental consciousness, and new technology sensitivity, and rural consumers with high-income(annual household income over 60 000 yuan)show a higher perception of travel cost. Given the full phase-out of NEV purchase subsidy, it is necessary to leverage the role of information-providing nudge strategies, while also paying attention to the heterogeneous rural consumer segments and formulating targeted nudge strategies to improve the penetration rate of NEVs in rural China. 6 tabs, 2 figs, 48 refs.

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备注/Memo

备注/Memo:
收稿日期:2024-12-01
基金项目:国家自然科学基金项目(52402379); 国家自然科学基金国际(地区)合作与交流项目(72361137003); 陕西省自然科学基础研究计划项目(2024JC-YBMS-359)
作者简介:贾稳见(1994-),男,河南周口人,讲师,工学博士,E-mail:jwj@chd.edu.cn。
通信作者:马壮林(1980-),男,辽宁鞍山人,教授,工学博士,E-mail:zhuanglinma@chd.edu.cn。
更新日期/Last Update: 2025-07-25