摘要
根据创新扩散理论对汽车下乡产品采纳者进行细分,并通过对7省221个农村居民样本进行数理分析,结果表明:5种类型的汽车下乡产品采纳者在社会经济特征、创新产品或服务的拥有率/尝试率、信息接触渠道、政策评价指标以及消费者价值观方面存在显著差异。
Based on the Innovation Diffusion Theory, this article subdivides 221 rural residents to five adopter segments of ＂Auto to the Countryside＂ product. Through the variance analysis and chi- square test, it is indicated that five adopter segments have significant difference in five demographic variables （age, education level, annual gross household income, occupation, and sources of family income） , the ownership rates of eighteen categories of innovative products and services, three types of information channels （internet access, village bulletin board and village broadcast ）, three evaluation indicators of ＂ Auto to the Countryside ＂ policy （policy advocacy, brand image and shopping convenience） , and three consumer values variables （innovation consciousness, cautiousness in purchasing and thrifty consciousness）. From the perspective of innovation diffusion and product adoption, this article proposes the development strategy of rural consumer market under the policy of ＂Auto to the Countryside＂.
出处
《西南交通大学学报（社会科学版）》
2014年第3期1-10,共10页
Journal of Southwest Jiaotong University(Social Sciences)
基金
国家社会科学基金青年项目"中国城乡老年人养老方式选择的多层次研究"(11CGL071)
教育部人文社会科学研究基金青年项目"基于创新扩散理论的农村消费者行为研究"(09YJC630043)
关键词
汽车下乡
农村市场
城乡二元结构
惠农政策
创新扩散理论
消费者价值观
Auto to the Countryside
rural market
urban-rural dual structure
preferential policiesfor the farmers
Innovation Diffusion Theory
consumer values
