CAJ | 학술논문

从消费者行为特征与规律出发，采用多元决策模型对消费者偏好设置参数，以山东威海“新能源汽车潜在消费者”为研究对象，开展新能源汽车消费者认知和购买意愿的实证研究。通过分析处理调查结果，发现消费者对新能源汽车的认知度不高，购买意愿不强；价格、续航里程、配套设施建设、技术成熟度是制约消费者购买新能源汽车的主要因素。基于研究结论为企业提出了对策建议。
종소비자행위특정여규률출발，채용다원결책모형대소비자편호설치삼수，이산동위해“신능원기차잠재소비자”위연구대상，개전신능원기차소비자인지화구매의원적실증연구。통과분석처리조사결과，발현소비자대신능원기차적인지도불고，구매의원불강；개격、속항리정、배투설시건설、기술성숙도시제약소비자구매신능원기차적주요인소。기우연구결론위기업제출료대책건의。
Considering the new energy automotive consumer behavior and its law,adopting multiple - decision - making model of consumer preferences of cognitive parameters,and taking Weihai’s " potential consumers of new energy vehi-cles" as the object of study,the paper carries out empirical research on consumers’awareness and purchase intention of new energy vehicles. Then based on the pre - design surveys,questionnaires,survey results analysis by SPSS software,it is found that consumer awareness of new energy vehicles is not high and purchase intention is not strong. The price,mile-age,facilities construction,technology maturity are major factors for consumers to buy new energy vehicles. Finally,based on the relevant conclusions,the paper puts forward countermeasures and suggestions for the manufacturers.