CAJ | 학술논문

试驾者调研是新车上市时了解潜在消费者评价及其购买倾向的重要窗口。为了分析试驾者对电动汽车的感性评价及购买倾向，本文以上海国际汽车城试驾中心收集的668份试驾者调查问卷为基础，运用频数分析、交叉分析、相关性分析以及Logistic回归分析等方法，从试驾者的个人特征、使用偏好，以及对几款电动汽车的性能评价方面进行了分析。结果表明：家中已拥有汽车，平时上下班路程在10 km以上，对车速要求在60~80 km/h之间的男性试驾者，是今后电动汽车潜在的购买者。此外，他们更倾向于选择通过公共停车位进行充电的方式，且相比电动汽车较高的价格，他们对充电设施以及售后服务的完善程度存在更多的顾虑。
시가자조연시신차상시시료해잠재소비자평개급기구매경향적중요창구。위료분석시가자대전동기차적감성평개급구매경향，본문이상해국제기차성시가중심수집적668빈시가자조사문권위기출，운용빈수분석、교차분석、상관성분석이급Logistic회귀분석등방법，종시가자적개인특정、사용편호，이급대궤관전동기차적성능평개방면진행료분석。결과표명：가중이옹유기차，평시상하반로정재10 km이상，대차속요구재60~80 km/h지간적남성시가자，시금후전동기차잠재적구매자。차외，타문경경향우선택통과공공정차위진행충전적방식，차상비전동기차교고적개격，타문대충전설시이급수후복무적완선정도존재경다적고필。
Investigation on test drivers is an important way for the potential consumers’ evaluations and purchase intentions of a new car coming into the market. This paper analyzes test-drivers’ perceptual evaluations and purchase intentions using a questionnaire survey of 668 test-drivers col ected in Shanghai International Automobile City Test Drive Center as basic data, with using SPSS statistical analysis software to do frequency analysis, cross analysis, correlation analysis and Logistic regression analysis. The analysis included the individual characteristics and the preferences of test-drivers and their evaluations on electric vehicles (EVs) performances. The results show that EV potential buyers are male customers, who already have cars, travel more than 10 km to work with requiring EV speed of 60-80 km/h, and they prefer EV charging in public parking lot, and they worry more about EV charging infrastructure and after-sale service than the higher price of EV.