Research On The Impact Of Customer Perceived Value On Purchase Intention Of New Energy Vehicles

Now many people have cars and with the increase of automobile usage, therecomes question-environmental problem and energy problem. Automobile energyconsumption have caused greenhouse gases and environmental pollution, alsoaggravated the global oil supply pressure. The new energy vehicles help to saveenergy and protect the environment. So it becomes a hot topic of the automobileindustry. It will be a good chance for our country to realize the change from a bigcountry to a powerful country in automobile industry. The government put forward aseries of measures to promote the new energy cars, but the market reaction is notgood. Therefore, how to promote consumers to buy new energy vehicles is verynecessity and urgency, this is the main issue of this paper.Consumer perceived value theory shows that consumer perceived value ofproducts is important factor affecting consumer purchase intention, this paper takesthe customer perceived value as the breakthrough point, to investigate the interactionof customer perceived value, citizen’s environmental protection consciousness,government policy and consumer purchase intention relationship. Firstly, based onthe theoretical research, this paper constructs a purchase factor model for and newenergy vehicles. Through questionnaire survey to obtain relevant data, the use ofSPSS17.0statistical software for survey data analysis, we get the followingconclusions:(l) Four dimensions of customer perceived value positively andsignificantly influence the new energy vehicle purchase intention.(2) Citizen’senvironmental protection awareness is the positive moderating effect on therelationship of customer perceived value and new energy vehicle purchase intention.(3) Government policy is the positive moderating effect on the relationship of qualityvalue, price value and new energy vehicle purchase intention.(4) Consumers’demographic variables in the level of education and income exit significantdifferences on the purchase of new energy vehicles. High education, high incomeconsumers have stronger willingness to buy new energy vehicles.This paper based on consumer perspective, in-depth analysis of the impact ofcustomer perceived value on consumer purchase intentions. And further analyzes theconsumers’ overall cognition of new energy vehicles. Help the government analyzehow to create an environment conducive to sales, maximize customer perceivedvalue of new energy vehicles; Help enterprises build up the idea of consumer valueorientation, a thorough understanding of consumer buying behavior, better grasp ofconsumer psychology, to promote consumer desire to buy new energy vehicles.Finally, from the customer perceived value of four different dimensions and citizens’ environmental awareness, propose suggestions for related enterprises and thegovernment’s promotion of new energy vehicles.