The Study About The Factors Of New Energy Vehicle's Purchase Intention

By the end of 2016,China's car ownership reached 194 million,the car has become an essential tool for people's travel.The growth of car ownership is accompanied by exhaust pollution,energy shortage and many other environmental problems,to a large extent,the characteristics of new energy vehicles to energy saving,environmental protection can solve the pollution,high energy consumption brings by the traditional car,the new energy vehicles has become the new development direction of the automotive industry,and the breakthrough of China catches up with European and American countries and achieve industrial transformation.The government has put new energy vehicles to the level of strategic development,and introduced a series of preferential subsidy policy to guide consumers,Shenzhen as the one of the first operation pilot of the of new energy vehicles,also actively enacts many local policies about the subsidies,promotion,supporting facilities to respond to national calls.Through the efforts,the promotion of new energy vehicles in the public sector have achieved great success,but is still questioned by many consumers in the field of private consumption.Therefore,in order to better promote new energy vehicles,it is necessary to research the factors that impact consumer's purchase intention of the new energy vehicles that represented by Shenzhen city.Based on existing research results of the new energy vehicles purchase intention,the essay combines with the characteristics of industry,put forward the research hypothesis,builds the theoretical model.For the sample data collect by questionnaire survey,the essay uses descriptive statistics to analyze the sample characteristic,uses SPSS20.0 to analyze samples validity and reliability,correlation analysis,regression analysis,moderator analysis,etc.Through the analysis results to check research hypothesis,fix theoretical model,obtain the relationship between the variables.The fllowing is research conclusions:(1)the corporate image,inner product image,consumer image(environmental protection consciousness and product involvement degree),government policy have a significant positive effects on new energy vehicles purchase intention,and government policy has the most positive effect;(2)the external product image do not have a positive effect on purchase intention.Finally,based on the research conclusions,the essay gives related suggestion to the enterprise and government.The innovation of this paper:the one is the innovation of research angle.Most existing research about new energy vehicles focus on industrial policy and technical feasibilitys,less is the empirical research about consumer's purchase intention.The essay based on existed researches,take the empirical research from the angle of enterprises,products,consumer and government policy to analyze the factors influencing consumer purchase intention.The other one is the index system of innovation.This article chooses the corporate image,product image,consumer image and government policy as the Independent variable,fully considering the factors that may affect consumer purchase intention,build a relatively perfect index system.