CAJ | 학술논문

作为低碳时代的“宠儿”，新能源汽车肩负着应对环境污染与能源危机的双重重任。根据消费行为的网络外部性理论，提出了虚荣效应与攀比效应能够提高新能源汽车消费偏好的理论假说，基于409个调研数据的 Logistic 实证分析支持了该观点。因此，在推广新能源汽车时，政府与企业不应仅局限于提高技术、降低成本、增加补贴等传统手段，准确把握消费者的心理需求，充分利用消费者的外部特征，推出契合其购买偏好的产品更应该是未来的发力点。
작위저탄시대적“총인”，신능원기차견부착응대배경오염여능원위궤적쌍중중임。근거소비행위적망락외부성이론，제출료허영효응여반비효응능구제고신능원기차소비편호적이론가설，기우409개조연수거적 Logistic 실증분석지지료해관점。인차，재추엄신능원기차시，정부여기업불응부국한우제고기술、강저성본、증가보첩등전통수단，준학파악소비자적심리수구，충분이용소비자적외부특정，추출계합기구매편호적산품경응해시미래적발력점。
As the low -carbon age darling,new energy vehicles shoulder the tasks of coping with environmental pollu-tion and energy crisis.According to the network externality theory of consumer behavior,this paper presents snob effect and bandwagon effect can improve consumer preferences of new energy vehicles.Based on 409 survey data,Logistic em-pirical analysis also supports this view.Therefore,in promotion of new energy vehicles,government and enterprises should not only improve technology,reduce costs and increase tax subsidies,but also pay close attention to grasp con-sumers psychological needs,make full use of external characteristics and launch products fitting consumers buying pref-erences.