Study On The Influencing Factors Of Consumers ’New Energy Vehicles’ Purchase Behavior

At present,China’s automobile production and sales has become the world’s first,and car production and sales also maintained a sustained growth trend.And the resulting environmental pollution problems and energy supply and demand contradictions are increasingly prominent,due to the traditional fuel vehicle pollution,energy consumption problems need to be resolved,so vigorously develop the new energy automotive industry,not only can promote the realization of China’s industrial structure Speed up the transformation and upgrading,but also can solve the serious air pollution,alleviate the shortage of resources and other issues.The development of new energy automotive industry is also an important transition to China’s automobile power.In recent years,people pay more and more attention to the air quality because of the frequent occurrence of haze weather.So many countries believe that the development of environmental protection and energy conservation of new energy automotive industry is very necessary.However,in the current market,despite the introduction of the government’s preferential policies,or manufacturers of various marketing activities,compared to traditional cars,new energy vehicles have not been accepted by most consumers.In order to promote consumers to accept environmental protection and energy conservation of new energyvehicles.At the same time academic research also need to effectively solve the impact of consumer behavior of new energy vehicles to study the factors.This paper finds out the theoretical entry point and the clue of empirical analysis,which are reviewed and combed by the relevant theoretical research at home and abroad.Then,the consumer perceived value is the variable,the government support and the green concept are Adjust the variable,the consumer’s willingness to buy as an intermediary variable,and then build the model and assumptions.This paper uses the survey method of the questionnaire to collect the data,and carries on the statistical analysis to the data.In the course of research,we study empirical research by using validity reliability test,adjustment variable analysis and mediator variable analysis.Based on the Howard model,this paper puts forward the tendency model of consumers to purchase new energy vehicles.Model for the purpose of this study,but also combined with consumers of new energy vehicles to buy the impact of factors.The value of emotional value,quality value,function value,social value and service value in consumers’ perceived value-based factors can effectively promote the purchase tendency of consumers to new energy vehicles.And as a regulatory variable government support and green ideas will have a certain impact on the perceived value of consumers,so that it further impact on consumer buying behavior,which will have animpact on consumer purchasing intentions.At the same time it will also have an impact on consumer buying behavior.Through the analysis of the model,the paper analyzes the influencing factors of the purchase behavior of the new energy vehicles,and puts forward the corresponding suggestions,which has certain reference and guiding significance for the related research.