Empirical Research On Influencing Mechanism Of Public Market Diffusion On New Energy Vehicles Based On TAM And IDT Theory

The normalized smog and rapid increased car ownership in China every year cause the pressure of environment and power on the increase.As a big energy consumer,there is no doubt that the emergence of the new energy vehicles has opened up a healthy and sustainable path for the transportation industry.Moreover,with the unceasing improvement of the technology in recent years,the new energy vehicles have already been widely developed.The new energy vehicles,with its technological nature of energy-saving and environment-protecting,make its value essential no matter for the perspective of governing the air environment or for the consideration of the strategy of national energy security.However,in order to effectively ease the energy and environmental pressures and to promote the industrial transformation and the upgrading of the automotive industry,the new energy vehicles has reached a record-breaking degree of attention in our country since 2014.Although under the premise of powerful supports from policies and investments from enterprises,its markets-spreading has not achieved an expected effect.There are obvious shortages in the spread of public market for private new energy vehicles in our country by the comparison of the countries which develop this kind of vehicles well.Our country's market spreading majorly remains at the government's demonstration and purchasing.But,the key success of creative products stays in judgments of markets and consumers.The new energy vehicles industry remains very hard to achieve a sustainable and effective development with the shortage of strong supports of public market.Thus,the establishment of a effective path for revealing the impact of spreading public market of the new energy vehicles by making consumers adapt the intentional influence model is beneficial to develop the new energy vehicles.By searching literature,this essay proposed a dimension hypothesis characterized consumer individual and interface based on technology acceptance model and diffusion of innovation theory respectively.At meantime,according to life-cycle cost analysis method,dimensions hypothesis of product factors was proposed also.And finally,put forward corresponding theory hypothesis respectively in three levels,which are individuals,products and interfaces,and established the intentional influence model which consumers adopted.292 effective questionnaires collected from Beijing,Tianjin,Shanghai,Canton and other places through the network and field survey as well as using the structural equation model(SEM)for empirical analysis.According to the results,the perceived usefulness and perceived ease of use,consumer innovation,community ownership and structural security factors from products have remarkable positive impacts in publicans' adoption for the new energyvehicles,in a meanwhile,the partial inter-mediation of technology acceptance model works obviously.The theory model established in this paper can explain the basic rules that consumers have in the process of adopting the new energy vehicles.In this paper,classic technology acceptance model was introduced as external variables and a intermediary bridge factored intention-adopted of new energy vehicles,with the combination of the diffusion of innovation theory and the life cycle cost analysis method,a hypothesis proposed from the three aspects of “individual-products-interface” reveals the black box of the diffusion of new energy vehicles in the public market.At the same time,this paper respectively analyzes the individual,product,interface factors,dimension of the impact pathways through facts,and tests the theoretical assumptions,and accordingly put forward suggestions to promote the development of the new energy automotive industry in China.