A Study On Dimensions And Countermeasures Of Perceived Risk Of Electric Vehicles

Energy saving electric vehicles, have good social, ecological and economic value,are the world’s automotive industry in the future development direction.Currentacademic research on electric vehicle are mostly concentrated on technology andindustrial development policies, etc., The systematic, academic case studies onconsumer is also relatively rare.In this paper, the author from the perspective of theconsumer’s perceived risk of electric vehicles and countermeasures dimensionsconducted in-depth, systematic analysis.First, the author uses grounded theory to explore the dimensions of perceivedrisk of electric vehicles constituted. Grounded theory studies the whole process isdivided into data collection, data coding and theoretical construct threestages.Through grounded theory research, the author finally extract the consumerperception of electric vehicles three kinds of attitudes and eight dimensions ofperceived risk factors. And ultimately extract the consumer attitudes and awareness ofelectric vehicles dimension of perceived risk factors two core generic.Secondly, the author through quantitative research on grounded theory studyfound statistical tests, and further analysis of consumer perception of risk andstrategies for preference.The whole process is divided into quantitative researchdesign and implementation of two phases: the design phase, quantitative research is tointroduce the implementation of processes and procedures, the specific researchmethods and scale of development, etc.; during the implementation phase, primarilyfor sample data collection, collation and statistical analysis.Final conclusions are as follows:(1) The main reason that consumers do not buyelectric cars is perceived risk.(2)At present, China’s consumer perception of electricvehicles is not uniform, the majority of consumers who oppose and see attitude.(3)ourconsumers perceived risk of electric vehicles, including the eight main dimensions,namely "policy risk","products risk","technical risk","economic risk","service risk","reference risk "," industry risk "and" facilitate risk "And this eight dimensions ofperceived risk factors for consumers cumulative variance contribution rate of72.116%, especially reference risk, policy risk, industry risk, etc. are first proposedherein, enrich and expand the previous contents of perceived risk theory.(4) perceived risk in the electric car eight risk dimensions, industrial risk, technology risk, policyrisk and other risks is particularly prominent dimension and economic risk, productrisk and other traditional risk dimensions are relatively minor role.(5)technologyresearch and development as well as other measures to guarantee the quality ofservice the most support, and in previous studies prove more effective strategies, suchas buying a familiar brand, choose a good reputation dealers and other measures toreduce the perceived risk of electric vehicles of little help.Finally, the author further reduce perceived risk strategy puts forward somecountermeasures and suggestions on the basis of the dimension in-depth studyperceived risk of electric vehicles.(1)at this stage the consumer in terms of policy andindustrial aspects of the perceived risk is particularly prominent, which requires thegovernment to guide, focus on promoting policy improvement and industrialconstruction.(2)the current consumer driving range, battery safety and other technicalproblem also exists a greater perceived risk, which requires enterprises as themainstay, and vigorously promote technology development and production, andmarketing of products adapted to refine and improve, promote scientific andtechnological achievements to market transformation.(3)China’s consumer perceptionof electric vehicles currently attitudes are not uniform. From this perspective, but alsoneed the government and enterprises by strengthening the transmission of information,communication and promotion of ways to reduce consumers’ subjective perception ofthe risk of electric vehicles.