Empirical Research On Consumers' Perceived Risk On Purchase Intention Of New Energy Vehicles

China is the world's largest energy consumer.Oil consumption overfulfil more than 500 million tons and 60% of oil foreign dependency.At the same time,China is also the world's first superpower because of car production and sales.Cars energy crisis and environmental pollution brought by overloaded energy consumption need be reckoned with.Since new energy vehicles has the characteristics of energy conservation and environmental protection which effectively reducing pressure on urban ecological environment,but also can reduce China's reliance on non-renewable energy.The development of new energy vehicles is imperative.However,the current consumption market is not mature which is limited by many factors,slowing the development process.On the demand side,although our country introduced many supporting policies,the new energy vehicles market performance still cannot meet expectations.Consumer acceptance and recognition of new energy vehicles is not high and "failed to sell" awkward situation occurred.The main reason is that consumers do not have a deep understanding of new energy vehicles and acknowledge great perceived consumption risk.Therefore,in the new energy vehicles market,perceived risk has become the key factors that affect consumers purchase intention.The research of influence on consumer purchase intention is of great significance in this paper.This study builds a theoretical model of perceived risk and purchase intention,and proposes corresponding hypotheses through three levels.The first level: to explore the main effect relationship between perceived risk and purchase intention of new energy vehicles;The second level: introduce green trust as a mediating variable to try to uncover the "dark box" between perceived risk and purchase intention mechanism.The third level: consumer involvement is used as a moderating variable to explore the regulating effect between perceived risk and green trust.In empirical investigation part,this study adopts SPSS22.0 and AMOS22.0 to test research model and hypothesis by analyzing 341 valid questionnaire data and draw conclusions:(1)consumers perceived risk and purchase intention show significantly negative effect;(2)involvement degree has a significant negative regulatory effect on the relationship between perceived risk and green trust;(3)green trust has a significant partial mediating effect on the relationship between perceived risk and purchase intention.In the end of the paper,combining with conclusions we proper management advices to help the government to guide the new energy vehicles consumption,and related enterprises to develop marketing plans in order to reduce consumers' perceived risk and obtain trust.Consumers purchase intention should vary from "policy need" to "market need",establishing long-term effective market mechanism and promoting the development of new energy vehicles in China.