Research On Private Consumer's Value Perception And Adoption Intention Of Electric Vehicles

With the aim of coping with climate change,transportation sector,as the main area of carbon emission,bears the heavy responsibility of transforming the mode of energy use.Under such circumstance,the automobile industry is undergoing profound changes.In the past,cars expanded people's living radius and gave each individual space freedom by achieving higher moving speed.By now,the changes in the auto industry will help us become the most effective way to deal with growing energy and environmental problems by reducing carbon emissions.The electric vehicle market of China owns the largest EV market share around the world.Therefore,compared with other countries,both the incentive policy and consumer cognition are relatively mature in China.Base on this,our study will focus on the market of the EV consumers' adoption intention,and select the market background of the Hefei city as a sample.The research team conducted a questionnaire survey among jac iEV4S sales stores and potential customers,and obtained first-hand data.Based on the empirical background,this study has three objectives:(1)First of all,based on the electric vehicle market in Hefei,the influence factors of the electric car purchases preliminary identification,understanding the electric car basic cognitive potential customers for this product and carries on the comparison to the importance of different factors,the electric car consumption decision-making information for delineating accept scope;(2)To study the characteristics of people who are affected by consumer heterogeneity on the purchase intention of electric vehicles,establish a connection between electric vehicle products and consumers,and realize the process of consumer value perception;(3)Focusing on the classification of EV consumers'perceived value,this paper describes the formation process of EV consumers' purchase intention through a multi-level theoretical framework of perceived value,and quantifies the action path of various types of perceived value.In view of the above research objectives,we constructed a research framework and conducted two questionnaires from 2016 to 2017 through a large number of literature surveys.Firstly,based on the importance score of the questionnaire on the influencing factors of electric vehicles purchase decision,this survey is aimed at the senior sales staff of electric vehicle stores to make a preliminary description of the cognition degree of electric vehicle buyers in Hefei city and explore the influencing factors.We then carried out the research on the questionnaire of electric vehicle purchase behavior in Hefei.Through the survey of potential consumers in Hefei city,which was one of the first cities to promote electric vehicles in China,we studied their consumer perceived valuw on the attributes of different categories of electric vehicles,as well as their attitudes towards electric vehicles and purchase behavior intentions.Based on the data collected from the above questionnaire survey,we conducted a series of statistical analysis,including weight analysis,descriptive statistical analysis,T test,variance analysis,structural equation model and pass-through test,on the proposed research hypothesis.Finally,we obtained three main conclusions:(1)Recognizing factors that affect consumer decision under present situation of the electric vehicle market,on the basis of existing research literature review and the electric vehicle sales supervisor ratings of the situation,we will be the preliminary divided into performance factors,price factors,policy factors,environmental factors and social factors,and through the sub criteria to a layer of factors was described by weight measuring and sorting,finished on the influence factors of the electric vehicle category,and 16 is the criterion of recognition,this section of the research results show that different from traditional vehicles,electric vehicles,the influence factors of consumer purchase decision making is a comprehensive and complicated,It covers the self-construction of consumers from product characterization factors such as performance and price to their pro-environment characteristics and social effects.In particular,the weight of price factors and performance factors is very high,the impact of environmental factors ranked low.The identification of influencing factors is the embodiment of consumers'basic cognition of electric vehicles in the current market,and also provides a reasonable basis for the following classification research on the perceived value of electric vehicles.(2)Analyzing the influence of common demographic heterogeneity of different market segments on consumers' purchase behavior intention of electric vehicles.We found that,in general,no matter what kind of subdivision consumer groups,their acceptance of the electric vehicle is lower,this is because the electric vehicles at a relatively early stage of its development,due to the limited driving range is shorter,prices are relatively high,charging station such as the limited number of a variety of reasons,purchase intention of generally low score;In particular,from the group analysis,we found that the consumers for the acceptance of the electric vehicle to aging,low income,low education,in addition to see the huge market potential,should be more for the present electric automobile's own product type,market anchor and propaganda policy information output management thinking and careful,as far as possible the implementation of the product line has products for all kinds of people,each kind of products are equipped with comprehensive after-sales service and technical support,to strengthen the electric vehicle on a wider group of acceptance.(3)With the basis of factor identification and consumer heterogeneity analysis,we link electric vehicles with consumers through the theory of consumer value,describe the formation process of purchase intention from the perspective of multi-level value perception,and conduct statistical calculation on the effect and path of various types of perceived values.In our classification of perceived value,both functional utility and non-functional utility show significant effects on consumer attitudes.In addition,for the analysis of the two kinds of different perceived value path,we is not hard to find,compared with the psychological factors,the function of consumer perceived value is the buying behavior intention more directly before the dependent variable,so the daily marketing information release should be focused on product price advantage,and the stability of the electric vehicle performance,in the policy design pay more attention to the purchase cost and electric vehicles running maintenance process,and strengthen the impact as much as possible.This study integrated the multi-disciplinary perspectives of consumer behavior,economics,psychology,sociology and environmental science,combined with the actual situation of electric vehicle market in Hefei City,identified the influencing factors of electric vehicle purchase,and realized an effective value perception process by combining with consumers themselves.At the same time,on the basis of the theory of consumer behavior,the convenience variables brought by the current policy factors are introduced into the theoretical framework,and the effects of various types of perceived values are not only investigated for electric vehicles themselves,but also their specific paths of influence.The results of this study are helpful for us to have a differentiated and deeper understanding of the psychology and behavior of electric vehicle consumers,and provide a basis for how to guide and motivate the purchasing behavior of people with different characteristics.It also provides a meaningful reference for discussing the effect and existing problems of current market incentive policies for electric vehicles in Hefei as well as the subsequent policy design and marketing strategies.