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Research On The Influence Mechanism Of Perceived Quality Of Subsidy Policy On Consumer's Purchase Intention Of Household Photovoltaic

Posted on:2021-05-31Degree:MasterType:Thesis
Country:ChinaCandidate:Y ZhengFull Text:PDF
GTID:2392330629451328Subject:Business management
Abstract/Summary:PDF Full Text Request
As an important field of renewable energy power generation,the promotion of household photovoltaic power generation equipment with the advantages of clean and efficient,flexible layout and distribution is of great significance for promoting energy conservation and emission reduction and achieving sustainable development of global economy.Previous studies in developed countries have shown that peer effect plays an important role in the diffusion of home PV,but the complexity of policy subsidies,the social model of China and the particularity of consumption structure of home PV market determine that the new energy policy driving experience of developed countries cannot be simply transplanted.In China,how does the subsidy policy affect consumers' willingness to purchase PV at home? What is the internal mechanism of peer effect in photovoltaic diffusion? Does China's typical urban-rural divide affect the effect of policy? These issues are not clear.The empirical results show that:(1)the perceived quality of subsidy policy has a significant impact on policy trust and consumer purchase intention,and compared with the perceived stability of policy,the perceived benefit of policy has a more significant role in promoting policy trust and consumer purchase intention.(2)Policy trust plays an intermediary role between perceived quality of subsidy policy and consumers' purchase intention.(3)Compared with the passive peer effect,the effect of the active peer effect on the perceived quality of subsidy policy is more significant.(4)Under the divide of urban and rural areas,the perceived quality of subsidy policy has different effects on policy trust and consumer purchase intention.The comparison of the influence coefficients between urban and rural household consumers shows that the perceived quality of subsidy policy has a greater impact on the policy trust of urban household consumers than that of rural household consumers,but in terms of the purchase intention of household photovoltaic,the perceived affordability of policy has a greater effect on the purchase intention of rural household consumers,and the policy stability has a greater effect on the purchase intention of urban household consumers Will has a greater impact.Finally,according to the research conclusion,the paper puts forward relevant policy-making and marketing suggestions from two aspects: the government issues different policies and measures to improve the perceived quality and trust degree of consumers to the policy,and reasonably uses peer effect to guide consumers to use various social platforms to spread positive photovoltaic information,to a certain extent It explains the macro policy function and the micro influence mechanism of the end consumers,and makes contribution to promoting the diffusion speed of the distributed energy market and the industrial development.This article has 15 pictures,39 tables and 262 references.
Keywords/Search Tags:perceived quality of subsidy policy, policy trust, peer effect, urban-rural divide, purchase intention
PDF Full Text Request
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