The Influence Of Perceived Risk On Purchase Intention In New Energy Vehicle Industry

As Global warming and EI Nino phenomenon get worse worldwide,every country is willing to use new energy instead of oil and coal in order to reduce carbon emission and save energy.Since heavy smog and haze veiled large swaths of China in 2016 winter,China is hoping so eagerly to use new energy as well.Moreover,as an important development strategy in China,new energy vehicles have a tremendous effect on reduction of air pollution and improvement of peoples' living conditions.So it will be the development tendency of auto industry.In 2016 State Council executive meeting,Li Keqiang determined the measures to further support the new energy auto industry.For example,optimizing the structure promotes green development.Therefore,a study of some factors that influence purchase intention of new energy vehicles is important in practice.In particular,the new subsidy policy is introduced in 2017.The significant reduction of subsidies is bound to cause sales of new energy vehicle decline.At this point the propaganda guide and reduction of perceived risk of new energy vehicles are very important.Given questionnaire survey,we study the effect of perceived risk on customer's purchase intention of new energy vehicles;what's more,we consider the influence of demographic variables on the perceived risk and purchase intention.We use questionnaire survey online to collect data.Finally,we have 294 valid questionnaires,and analyze data through SPPS and AMOS to construct SEM of perceived risk and purchase intention.As a result,first,physical risk,financial risk,psychological risk and physical risk have an obviously negative effect on purchase intention of new energy vehicles.So the hypothesis is valid;Secondly,the influence of time risk is significant but positive,which means the hypothesis is not valid;Thirdly,the influence of social risk is relative small.Thus the hypothesis is invalid.In addition,a study indicates that the influence of different demographic variables on dimension of partial perceived risk remarkably varies,which means the hypothesis is valid.Finally,given some policies and market of new energy vehicles and the results in the study,we give some suggestions about improving the development of new energy auto industry in terms of the government,enterprises and costumers.