Research On The Willingness Of Consumers To Purchase Electric Vehicles In Shanghai Based On Perceived Risk And Degree Of Intervention

Traditional car has always been the first choice for consumers when choosing a car,because the car is not only transportation but also the symbol of owner status.But now the traditional car is facing with a series of problems.One of the problem is environment pollution,there is research has showed that the exhaust pollutants by the traditional car is the main reason of the haze weather.Another problem is energy crisis.Many countries have pay more attention to the energy consumption and are actively seeking new energy to replace the traditional energy.Although the electric car is a perfect solution to the current more important issues,but we can find the sales of electric vehicles is not satisfactory which is raised by the government's policy.So this article studies the impact of consumers to buy electric vehicle factors from the perspective of consumers.The government put forward a series of measures to promote the new energy cars,but the market reaction is not good.Therefore,how to promote consumers to buy new energy vehicles is very necessity and urgency,this is the main issue of this paper.In this paper,the consumer's intention model of electric car purchase is established from the perspective of perceived risk and intervention of consumers,and the relevant hypothesis is put forward and proved.Explore its impact on the variables involved in this article with the government policy as a regulatory variable.In the empirical survey,240 samples are collected from the questionnaire to be analyzed by SPSS20.0 verify the hypothesis.The main conclusions are:(1)the perceived risk of the consumer has a significant negative impact on the consumer's willingness to buy.(2)the degree of intervention of consumers on the purchase of consumers there is a significant positive impact.(3)There is a significant difference between the government policy and the regulated variables.The paper based on the study of perceived risk and the degree of involvement from the perspective of consumers buying.At the end of the article,I put forward some relevant policy recommendations for the government and enterprises from the perspective of perceived risk and the degree of intervention to promote the development of electric vehicles.