Empirical Research On The Factors That Affect Consumers’ Attitudes Toward New Energy Vehicles

On July9,2012, the State Council issued the "energy-saving and new energy automotiveindustry development planning (2012-2020)", cleared the technology roadmap and the mainobjective of energy-saving and new energy vehicle development, and the main strategicorientation of the development of pure electric drive for new energy vehicles andtransformation of the automotive industry. The reason why our country focuses on new energyautomotive industry from a strategic height is firstly due to the problem of energy in Chinabecomes very prominent. The data of General Administration of Customs show that thedegree of dependence on foreign oil is as high as57.39%in2013, and this proportion is stillrising, and is very close to the red line which is "12th Five-Year" energy planning required"the degree of dependence on foreign oil should be controlled at61%".Energy crisis is quietlyapproaching. While the new energy as an alternative to conventional fuels use in large dosescan reduce environmental pollution with high ecological and social benefits. Based on that,given the current development status of China’s new energy vehicles, the paper adoptsquantitative research to work out the research of factors affecting consumer attitudes on newenergy vehicles from the perspectives of government, enterprise, and consumers.This paper selects industrial policy, customer perceived value and quality of service asindependent variables, the educational background as the control variable，and the consumer’sattitude towards new energy vehicles as the dependent variable. According to questionnairesrecovery the effective data and use spss19.0test data reliability and validity. By means ofmultiple regression model to test the hypothesis and conclude that: government industrialpolicy for new energy vehicles and consumer attitudes are positively correlated; customerperceived value of new energy vehicles and consumer attitudes positively correlated; wasQOS new energy automotive service businesses and consumers for new energy vehiclesattitude are positively correlated. On the basis of these conclusions, the paper separately fromthe government, enterprise and consumers put forward three angles of new energy vehicledevelopment and promotion suggestions.