Hase Intention For New Energy Vehicles Based On Customee’s Perceieved Value

With the development of economy, people’s living standards have increased rapidly, and more and more people have cars. Along with the increasement of automobile usage, there comes another question-environmental problem and energy problem. Automobile energy consumption have caused a large number of greenhouse gases and environmental pollution, also aggravated the global oil supply pressure. The new energy vehicles can not only help to save energy, but also protect the environment. So there is no doubt that its development become a hot topic of the automobile industry. It will be a good chance for our country to realize the change from a big country to a powerful country in automobile industry.The government put forward a series of measures to promote the new energy cars, but the market reaction is not good。In view of this phenomenon, it is meanningful to study the factors which influence the consumers purchase intention.Through the literature review on purchase intention, constructing the customer perceived value and purchase intention model. In the construction of the model between the perceived value and the willingness to pay the premium, the environmental consciousness and government policy are regarded as control variable, and through the data analysis to verify if the mechanism is formed or not. The research model and hypothesis were also examined employing correlation analysis, regression analysis and variance analysis of the statistical data. The results show that it is significant positive correlation between perceived value and the willingness to pay premium. The environmental consciousness’s adjust action was established, and the government policy’s adjusting action was partly established. In the last part, we put forward the corresponding measures for the government and the enterprise based on the research results to develop and promote new energy vehicles.