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笔者运用建构扎根理论的方法来探索电动汽车的感知风险维度内容,最终研究表明我国消费者对电动汽车的感知风险主要包括了8个维度,即“政策风险”、“产品风险”、“技术风险”、“经济风险”、“服务风险”、“参照风险”、“产业风险”和“便利风险”。尤其是参照风险、政策风险、产业风险等都是本文首次提出,丰富和拓展了以往感知风险理论的内容。在此基础上,笔者进一步从政府、企业和消费者三方面对降低电动汽车感知风险的策略提出了几点对策建议。
The author uses the method of constructing grounded theory to explore the content of perceived risk dimension of electric vehicles. Finally, the research shows that the perceived risk of Chinese consumers to electric vehicles mainly includes eight dimensions, namely “policy risk”, “product risk” , “Technical Risk”, “Economic Risk”, “Service Risk”, “Reference Risk”, “Industrial Risk” and “Convenience Risk”. In particular, the reference risk, policy risk, industrial risk are the first time this article is proposed to enrich and expand the content of the previous perception risk theory. On this basis, the author further from the government, businesses and consumers to reduce the perceived risk of electric vehicles strategy put forward several countermeasures.