偏好分层视角下消费者创新性与新能源汽车采用行为的关系研究

From the Perspective of Preference Hierarchy Theory, an Empirical Study on the Relationship Between the Consumer Innovation and the Adoption Behavior of New energy vehicles

摘要:

通过对消费者创新性构成维度的剖析，将消费者创新性分解为消费者内在创新性(CII)、特定领域创新性(DSI)以及间接创新性(VI)三个要素，同时引入偏好分层理论研究消费者创新性与新产品采用行为之间的动态演进关系，在此基础上构建了消费者创新性与新产品采用行为的系统动力学模型，并进行模拟仿真和灵敏度分析。根据系统模拟仿真及分析发现，在新能源汽车刚进入市场时，主要是由消费者内在创新性对感知风险的消极影响对新能源汽车采用行为起到主要作用；其次，新能源汽车在市场推广后，消费者创新性对新能源汽车采用行为的影响由强到弱分别为间接创新性、特定领域创新性和内在创新性；第三，在消费者决定采用新能源汽车时，消费者创新性对新能源汽车采用行为的影响按由强到弱分别为间接创新性、内在创新性和特定领域创新性。基于这些结论，本文对应模型的分析结果提出了相关对策建议

Abstract:

By analyzing the internal structure for the consumer innovativeness, it is divided into three factors, namely consumer innate innovativeness, domain specific innovativeness and vicarious innovativeness. In review of the factors influencing the internal structure of all the elements, it introduces the preference hierarchy theory to study the relationship between these three factors and the adoption behavior of new product. Based on this, this paper constructed the system dynamics model between the consumer innovativeness and the adoption behavior of new energy vehicles. And at the same time, it carries on the simulation and sensitivity analysis. According to system simulation and analysis, it is pointed out that a) At the beginning, Perception component?and stable innate preference have much more significant effect on the innate innovativeness, but the cognitive component, to a certain degree, has a delaying effect on the innate innovativeness. b) Innovative consumers have some problem accepting the new energy vehicles, but with the growing innate innovativeness, it stimulates each element in domain specific innovativeness to rise. c) The preference outside first has some impact on vicarious innovativeness, yet after a period of time, learning rule determined by cognitive component and incentive mechanism works and then vicarious innovativeness can be decided by both. d) The learning process of Innovative consumers leads to a lagging effect on the adoption of new product. Based on these conclusions, this paper puts forward some appropriate recommendation corresponding to the model analysis.