北京居民新能源汽车购买意向影响因素——基于TAM和TPB整合模型的研究.docx

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北京居民新能源汽车购买意向影响因素——基于TAM和TPB整合模型的研究
摘要：
随着环保意识的不断提高和汽车行业的发展，新能源汽车作为一种清洁、环保的交通方式，受到越来越多的关注。然而，尽管市场上提供了各种各样的新能源汽车选择，但是其在北京的销量仍然相对较低。本研究旨在探讨北京居民购买新能源汽车的意向和其影响因素。研究中，我们整合了技术接受模型（TAM）和计划行为理论（TPB），提出了一种基于TAM和TPB整合模型的研究框架，并通过问卷调查的方式收集数据。结果表明，对于北京居民购买新能源汽车的意向，认知有用性、认知易用性、主观规范、知觉行为控制等因素会产生显著的影响。本研究为新能源汽车市场的发展和推广提供了重要的参考意见和建议。
关键词：新能源汽车、购买意向、TAM模型、TPB模型

随着环境污染和能源消耗问题的日益严重，新能源汽车作为一种清洁、环保的交通工具，受到了越来越多的关注。然而，在北京地区，尽管市场上提供了各种各样的新能源汽车选择，但是其销量仍然相对较低。因此，研究北京居民购买新能源汽车的意向以及其影响因素，对于新能源汽车市场的发展和推广具有重要意义。

技术接受模型（TAM）
技术接受模型（TAM）是一种用来解释技术接受行为的理论模型，它主要包括认知有用性和认知易用性两个方面。认知有用性是指个体对于使用某项技术所能获得的效益的认知程度；认知易用性是指个体对于使用某项技术的方便程度的认知。TAM模型已经在许多领域中得到了广泛的应用。
计划行为理论（TPB）
计划行为理论（TPB）是一种用来解释行为意向的理论模型，它主要包括个人态度、主观规范和知觉行为控制三个因素。个人态度是指个体对于某一行为的主观评价；主观规范是指个体对于他人对于某一行为的期望；知觉行为控制是指个体对于自己能够控制某一行为的信念程度。TPB模型在购买行为研究中也得到了广泛的应用。

本研究采用问卷调查的方式收集数据，共计发放问卷500份，有效回收问卷400份。问卷内容包括个体的人口统计学信息（如性别、年龄、教育背景等）、购买新能源汽车的意向以及TAM和TPB模型中的影响因素。问卷数据经过统计分析后进行结构方程模型分析。

研究结果显示，认知有用性、认知易用性、主观规范以及知觉行为控制这四个因素对于北京居民购买新能源汽车的意向产生了显著的影响。其中，认知有用性和认知易用性对购买意向的影响最为显著。

本研究通过整合TAM和TPB模型，探讨了北京居民购买新能源汽车的意向以及其影响因素。研究结果显示，认知有用性、认知易用性、主观规范以及知觉行为控制是影响购买意向的主要因素。因此，针对这些因素，政府和企业可以采取相应的措施，促进新能源汽车的推广和普及。
参考文献：
[1] Davis, F. D.(1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
[2] Ajzen, I. (1991). The Theory of Planned Behavior and Human Decision Processes, 50(2), 179-211.
Abstract:
With the increasing environmental awareness and the development of the automotive industry, new energy vehicles have received more and more attention as a clean and environmentally friendly mode of transportation. However, despite the various choices of new energy vehicles available in the market, their sales in Beijing are still relatively low. This study aims to explore the intention of Beijing residents to purchase new energy vehicles and the factors influencing their intention. In this study, we integrate the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) and propose a research framework based on the integrated model of TAM and TPB. Data are collected through a questionnaire survey. The results indicate that factors such as perceived usefulness, perceived ease of use, subjective norms, and perceived behavior control have a significant influence on the intention of Beijing residents to purchase new energy vehicles. This study provides important insights and suggestions for the development and promotion of the new energy vehicle market.
Keywords: new energy vehicles, purchase intention, TAM model, TPB model
Introduction:
With the increasing environmental pollution and energy consumption issues, new energy vehicles have received more and more attention as a clean and environmentally friendly mode of transportation. However, in the Beijing area, despite the various choices of new energy vehicles available in the market, their sales are still relatively low. Therefore, studying the intention of Beijing residents to purchase new energy vehicles and the factors influencing their intention is of great significance for the development and promotion of the new energy vehicle market.
Literature review:
Technology Acceptance Model (TAM)
The Technology Acceptance Model (TAM) is a theoretical model used to explain technology acceptance behavior, which mainly includes perceived usefulness and perceived ease of use. Perceived usefulness refers to an individual's perception of the benefits of using a technology, while perceived ease of use refers to an individual's perception of the ease of using a technology. The TAM model has been widely applied in various fields.
Theory of Planned Behavior (TPB)
The Theory of Planned Behavior (TPB) is a theoretical model used to explain behavioral intention, which mainly includes attitude, subjective norms, and perceived behavioral control. Attitude refers to an individual's subjective evaluation of a certain behavior, subjective norms refer to an individual's perception of the expectations of others regarding a certain behavior, and perceived behavioral control refers to an individual's belief in their ability to control a certain behavior. The TPB model has also been widely applied in research on purchasing behavior.
Research methods:
This study collected data through a questionnaire survey, distributing a total of 500 questionnaires and collecting 400 valid questionnaires. The questionnaire content included demographic information of individuals (such as gender, age, education background, etc.), intention to purchase new energy vehicles, and influential factors in the TAM and TPB models. The questionnaire data were analyzed statistically and analyzed using structural equation modeling.
Research results:
The results showed that perceived usefulness, perceived ease of use, subjective norms, and perceived behavioral control significantly influenced the intention of Beijing residents to purchase new energy vehicles. Among them, perceived usefulness and perceived ease of use had the most significant impact.
Discussion and conclusion:
This study explores the intention of Beijing residents to purchase new energy vehicles and the factors influencing their intention by integrating the TAM and TPB models. The results show that perceived usefulness, perceived ease of use, subjective norms, and perceived behavioral control are the main factors influencing purchase intention. Therefore, governments and companies can take corresponding measures to promote the promotion and popularization of new energy vehicles based on these factors.
References:
[1] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
[2] Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.