Research On Influencing Factors And Guiding Policy Of New Energy Vehicles Purchase Willingness

In recent years, with the steady increasing of car ownership, environment problems towards the contradiction between supply and demand of Chinese energy are all presented, additionally the large pollution and strong energy cons umption disadvantages of conventionally powered vehicles need to be improved,as a result, the popularization of new energy vehicles has became the breach to solve the above-mentioned problems, also the finally choice of transformati on and upgrading in automobile industry. In order to encourage residents to dr ive green, and guide them to choose new energy vehicles, a series of policies have been carried out by our country. That is to say, new energy vehicles has been promoted to the national strategic position. But now in our country, new energy vehicles are facing an embarrassing situation called “ Best Game No One Played”. Therefore, it is necessary for us to thoroughly explore Chinese consumers’ new energy vehicle purchase willingness and the factors that influe nce the willingness.Based on those background,this thesis regards the influencing factors of new energy vehicle purchase willingness and related guiding policy as the research object.Through literature research, this thesis combed the related theories and research results of new energy vehicle purchase willingness, selected 23 factors that possibly influence the new energy vehicle purchase willingness. Meanwhile, we use the frequency in statistics from literature research to test the feasibility of the factors selected, and classified the factors according to the research design in this thesis.Then,we established the comprehensive theoretical model of factors influencing new energy vehicle purchase willingness, design questionnaire and proposed hypothesis.Furthermore, on the basis of questionnaire survey, this thesis use multivariate statistical methods to verify the model, and analysis the mechanism of factors influencing willingness. At last, through the summary of new energy vehicle guide policies in domestic and overseas and the quantification of new energy vehicle guide policies’ effect, at the same time combining the research of this paper, the thesis puts forward the targeted policy suggestions of the new energy vehicle popularization. The main studying contents of this article included three aspects:(1) The the comprehensive theoretical model building of new energy vehic le purchase willingness. Firstly, we design the questionnaire survey accordingto the model. Then we use a series of methods such as EFA,CFA, regression and one-way analysisof variance to verify the model. The results have been tur ned out that: KEV,AE,AEV,PEV,PV,RGI,SRI have obvious significance on new energy vehicle purchase willingness. Situational factors also shows a certain imp act on the purchase willingness.Consumers’ willingness for the purchase of new-energy vehicles shown difference in gender, age, income, education, family siz e and car ownership.At last, in Classification variables,different value and differ ent price acceptance also exist significant differences on purchase intention of new energy vehicle.(2) The mechanism analysis of factors influencing New energy vehicles pu rchase willingness.Firstly,this section use structural equation model to analysis af fect path of antecedent variables.Secondly, this sectionuse multiple group analysi s to explore the difference between family demographic variables on the variou s affect paths.Finally, this section use multiple regression analysis to test the re gulating effect of situational factors on the impact paths.The results have been t urned out that,the formation mechanism of new energy vehicles purchase intent ion can be explain as follows:Antecedent variables present cognitive- attitude-willingness rule, directly or indirectly influence new energy vehicle purchase willingness.Difference family demographic variables shown the difference on t he various affect paths.Through regulating different path, situational factors ha ve different effect on new energy vehicles purchase willingness.(3) Targeted policy suggestions of the new energy vehicle guiding policie s. Firstly, this section classified the guiding policies of new energy vehicle.,an d use multivariate statistical analysis to quantification policies. Then, the section use fish-bone analysis to point out the problem of new energy vehicles gui de policy in our country.Finally combining with the research conclusion,we bu ild a multi-agent system of new energy vehicles guide policy, and put forward the policy Suggestions.The results have been turned out that, ①Publicity and marketing policies of new energy vehicles have strong effect on the purchase willingness of consumers,it can simultaneously improve WEV,AEV,and PV. ②E conomic incentive policies of new energy vehicles have obviously short-term ef fect. ③Technical maturity, after-sales service, sales price, automobile energy su pplement facilities and body space have a large gap between consumers; value and expectations.In other words, technical support policy should focus on thenew energy vehicle nature above, to make up for the lack, and increase consu mers’ willingness to buy new energy vehicles.