Research On The Demand-side Incentive Policies Of Electric Vehicles

The increasingly serious environmental pollution and energy crisis have become the focus of public concern.Electric vehicle has significant benefits of energy saving and emission reduction,it can not only effectively reduce the domestic dependence on oil imports,but also contribute to alleviate the environmental pollution problems,so it will become the main technology choice of the future transportation system.Therefore,our governments have promulgated various incentive policies to promote the marketization of EVs,but the effects of policies are far less than we expected before.It is necessary to pursue the research from market demands and evaluate the specific effects of different types of demand-side incentive policies which in order to clarify the influence path of specific policy.Bassed on the "Howard-Sheth" pattern and TAM,this paper introduces the internal factors,the external factors,purchasing motivation,incentive policies,purchasing intention and demographic variables into the research,which in order to establish the PLS-SEM model to analyse the effects from the demand-side incentive policies to the consumer purchase intention.Then,taking Beijing as an example,we design the questionnaire of ordinary consumers in Beijing and use the SmartPLS3.0 software to estimate the path coefficients and do the statistical test of mediator effects and regulation.Next,with the help of empirical results,we judge the rationality of the research hypotheses,determine the weight system of the incentive policy to purchasing intention of consumers whic evaluate the implementation effect of different types of demand-side incentive policies.For Beijing consumers,the study find that:(1)Demand-side incentive policies of EVs have significant positive effects on the purchasing intention of consumer.(2)The implementation effects and market acceptances of different types of these incentive policies are significantly different,showing that the convenience policy>the financial subsidies policy>the information policy>the tax preferential policy.(3)Perceived easily to use,perceived risk,cost factor,social factor,environmental protection and economic convenience motivation play significant partial intermediary roles in the specific influence paths.(4)The characteristics of consumer will significantly adjust the degree of consumer acceptance of different incentive policies,purchase intention and other intermediary factors of perception,among them,the purchase intention,the convenience policy and the fiscal policy are most affected.(5)Different specific policy in same type of policy also have different effects to purchase intention but the difference is little.It is suggested that the policy makers should actively improve the contents of existing convenience contents,establish a flexib subsidy system of finance policies,expand the field of existing information policies,push forward the reform of the tax system of China and innovation effects,pay full attention to the mediating factors in the process.