用户规模和配套设施构成了电动汽车使用的网络基础,如何发挥网络效应对于电动汽车市场推广和产业发展具有至关重要的作用.本文基于直接和间接网络效应影响电动汽车购买意愿的理论机制分析,选择离散选择实验方法对用户购买电动汽车考虑的主要因素展开调研,通过数据收集和处理,利用混合Logit模型对电动汽车产业的网络效应加以识别,并根据个体属性、用车习惯、消费者感知和环保意愿对总体样本加以分组,考察了网络效应的异质性影响.结果表明:周围亲朋使用比例和配套设施建设能够增强消费者购买电动汽车的意愿,直接和间接网络效应都十分显著;不同类型消费者的购车决策存在着一定差异,对于有车一族和家庭年收入较高人群,网络效应的作用更为明显,而年行驶里程数和月长途出行次数越多、对电动汽车品牌和优惠政策更了解、以及环保意愿强烈的消费者,其购车决策也越容易受到网络效应的影响.%The scale of users and matched infrastructure constitute the network foundation of electric vehicles. Giving play to the network effect is very important for the electric vehicles market and the related industrial development. Based on the theoretical mechanism analysis of direct and indirect network effect influencing the consumers' electric vehicles purchasing preference,this paper chooses the discrete choice experiment method to research the main factors considered by consumers when buying electric vehicles. Through data collection and processing, this paper uses the mixed logit model to recognize the network effect of the electric vehicles industry. And according to the individual attributes, consumer habits,consumer awareness and the willingness of environmental protection, this paper divides the consumer sample into groups to investigate the heterogeneity of the network effect. The results show that the using proportion of surrounding relatives and friends and supporting infrastructure construction can enhance the consumers' willingness to buy electric cars, this is to say that the direct and indirect network effects are very significant. The purchasing preferences of different types of consumers are different,for consumers who have had a car and have higher household income, the role of the network effect is more apparent. And for the consumers who have more annual travel distance and monthly travel times, know more about the electric cars brand and preferential policies, and have stronger environmental protection willingness,the electric vehicles purchasing preferences are more easily affected by the network effect.
展开▼
