Research On Effects Of Middlebrow Values Of Consumers On Their Purchase Intentions In New Energy Vehicles

Nowadays,China's economy has a great forward development and the constant growth of car ownership,environmental problems are getting increasingly prominent when most parts in central and eastern China are shrouded in strong haze.As indicated in the Statement of Air Quality of November 2016 issued on December 3rd,2016 by the Ministry of Environmental Protection of the People's Republic of China,74 cities in China only achieve 68.3%of favorable air quality in the average air quality.18 cities including Beijing,Harbin and Chengdu only achieve less than 50%of favorable air quality.It is proposed in the relevant data that the exhaust emission from automobiles is one of the important contributors that have destroyed the environment.Under great pressure of contradiction between energy supply and demand as well as environmental pollution in China,new energy vehicles gradually appear in public.New energy vehicles sprang up abroad which have been widespread in western countries.They,however,are not well-known or inquired by everyone in China with very few related researches.In addition,general sense of worth is not wholly equal to the unique Chinese value.Therefore,the author attempts to integrate and conduct in-depth analysis on relevant research findings of domestic and foreign scholars based on native Chinese culture and social ideology and to carry out researches on factors affecting the purchase intention in new energy vehicles with typical middlebrow values in China as the breakthrough point.The author thinks outside the box where predecessors studied factors affecting the purchase intention in new energy vehicles and has introduced the typical middlebrow values in China into the analyses of consumers' purchase intention in new energy vehicles.In the meanwhile,in the process of exploring the relationship between middlebrow values and purchase intention in new energy vehicles,the consciousness of environmental protection has been mixed as a regulated variable between the three variables,namely the attitude,subjective norms and perceived behavioral control,and the purchase intention in new energy vehicles through different dimension divisions in the theory of planned behavior,having provided new research ideas for purchase intention in new energy vehicles.In the paper,the author has presented a theoretical path to purchase intention through the level of consciousness by exploring the relationship of consumer's awareness among consumer's middlebrow values,consumer's attitude,consumer's subjective norms,perceived behavioral control and the consciousness of environmental protection to provide suggestions referable for governments to carry out policies in new energy vehicles;The research,which is also of great realistic significance to promote the purchase of new energy vehicles,also helps to enable enterprises of a greater understanding of consumers' purchase intention in new energy vehicles in the context of traditional Chinese culture so that they can capture the Chinese market in a more effective way.