Understanding Intention To Buy Electric Vehicles Based On Integrated Model Of TAM And PMT

In modern society, more and more residents have the economic strength to buy a car,using the car as their means of transport. Traditional cars have brought people great convenience in traffic. However, excessive use of fossil fuel vehicles also led to a variety of problems, for example, traffic congestion, haze and energy crisis. In particular, the haze and energy crisis directly endanger human’s living environment. In order to improve the environmental status and relieve the energy crisis, a growing number of countries and companies join the team of developing and promoting the electric vehicles. The popularization of electric cars becomes increasingly important. However, the current acceptance for electric vehicles is not optimistic. Exploring the factors affecting consumer intention to buy electric vehicles has practical significance for promoting the popularization of electric vehicles. Currently, researches about the purchase intentions and behaviors of electric vehicle are gradually emerging from the perspective of consumer behavior. These studies could help for popularizing electric vehicles.This study was based on extensive literature review about EV purchases, protection motivation theory and technology acceptance. Author constructed the research model of electric cars purchase Intention based on the Technology Acceptance Model and protection motivation theory. Based on the constructed model and literature, we developed the scale,designed the questionnaire rigorously, and conducted large-scale survey in Beijing for license holders. Using AMOS 17.0and SPSS 19.0 statistical analysis software,questionnaire data were analyzed by factor analysis and path analysis, exploring residents’ behavioral mechanism behind purchase intention to electric car. Studies have shown that perceived severity, susceptibility, response efficacy, self-efficacy, perceived usefulness and perceived ease of use has a significant positive impact on purchase intent, while rewards and the cost for the purchase intention have a significant negative impact on purchase intention. The research model and hypothesis of empirical research have been verified.Based on the results of data research and analysis, the author proposed management enlightenment and policy recommendations to promote electric vehicles in our country.