泛在性和感知风险对共享汽车使用意愿的影响研究——以上海共享汽车EVCARD为例 (1).docxVIP

┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ 装 ┊ ┊ ┊ ┊ ┊ 订 ┊ ┊ ┊ ┊ ┊ 线 ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ ┊ 毕业设计（论文） 共 页 第 PAGE 6 页 泛在性和感知风险对共享汽车使用意愿的影响研究——以上海共享汽车EVCARD为例 摘要 近年来，汽车共享作为一种替代车型在我国悄然兴起。然而,对于汽车共享缺乏对其利益的理解影响着中国消费者的价值评估和决策。与此同时，中国人的消费概念(汽车所有权)降低了汽车共享的意愿;此外，消费者的汽车共享不是一个瞬时过程包括消费者从最初的理解到最终决定所经历的一系列心理变化。以及行为反应过程。因此，有必要为汽车共享设计适当的营销信息，以提高消费者的汽车共享。了解和引导消费观念的转变，从而提高消费意愿，是汽车共享研究领域的一个热点和难点。本文以以上海共享汽车EVCARD为例，环球车享旗下的品牌EVCARD是以电动汽车分时租赁为核心业务，积极落实国家产业转型升级战略，通过共享经济模式致力于新能源汽车租赁分时业务开拓，推广绿色出行服务。论文研究的意义在于进而从消费者行为学和市场营销的角度为共享汽车以及共享经济的发展提供有价值的建议的同时，为共享汽车供应商和APP的开发提出建议。 关键词：，共享汽车，意愿，使用  Study on the impact of ubiquitous and perceived risk on the willingness to use Shared vehicles - take the Shanghai EVCARD as an example. ABSTRACT In recent years, automobile sharing as an alternative model has been quietly emerging in China. However, the lack of understanding of the benefits of car sharing affects the value assessment and decision-making of Chinese consumers. At the same time, Chinese consumption concept (car ownership) reduces the willingness of car sharing; In addition, consumer car sharing is not an instantaneous process including a series of psychological changes that consumers have experienced from the initial understanding to the final decision. And the behavioral response process. Therefore, it is necessary to design appropriate marketing information for car sharing so as to improve the sharing of automobiles among consumers. It is a hot and difficult point in the research field of automobile sharing to understand and guide the change of consumption concept and thus increase the willingness of consumption. This paper takes Shanghai EVCARD Shared cars, for example, enjoy universal cars brand EVCARD around electric car rental points as the core business, actively implement the national industrial transformation and upgrading strategy, by sharing economic model is committed to new energy car rental business developing time-sharing, promoting green travel services. The significance of thesis