Research On The Transformation Mechanism Of Consumption Attitude-intention-behavior And Policy Support Of EVs In Beijing

In order to achieve energy conservation and emission reduction and the conversion and upgrading of China's automobile industry,the Chinese government is vigorously promoting the adoption of new energy vehicles(NEVs).As one of the first demonstration and promotion cities for NEVs in China,Beijing has played an important leading role in the promotion of NEVs.In this study a total of 502 valid survey responses were obtained in Beijing.Based on the theory of planned behavior(TPB),this study introduced consumer cognitive status,product perception,and incentive policy perception(non-monetary incentive policy and monetary incentive policy)to expand the theory of planned behavior.Moreover,this study uses structural equation model,binary logistic regression and multiple response analysis to conduct an in-depth study on the consumers' consumption attitude-intention-behavior conversion of NEVs in Beijing.The research results show that consumption attitude has a significant positive impact on consumption intention in the stage of the conversion of the consumption attitude to the consumption intention.In addition,perceived behavior control,cognitive status,product perception and monetary incentive policy have significant positive effects on consumption intention.However,subjective norms and nonmonetary incentive policy have no significant impact on consumption intention.In the stage of the conversion of the consumption intention to the consumption behavior,some personal and family characteristics of consumers(gender,age,and family car ownership)have a significant positive impact on the consumption behavior of EVs.However,consumption intention and perception behavioral control has no significant positive impact on consumption behavior.In addition,through the multiple response analysis of the conversion of the consumption intention-behavior of NEVs,it is found that the main obstacles to the consumption intention-behavior conversion of EVs can be divided as follows: product factors of NEVs(specifically,short cruising range,long charging time,weak battery life),license plates factors of NEVs(less license plates indicators,longer waiting time),charging infrastructure factors of NEVs(incomplete public charging infrastructure,difficult installation of residential self-use charging piles),consumer cognitive status factors(lack of deeply understanding of NEVs)and comprehensive cost factors(higher prices,high replacement costs of battery).Finally,based on the above research results,this study proposes the following five policy recommendations,in order to provide reference for the improvement of incentive policies of NEVs in Beijing.First,the government should increase publicity efforts to improve consumers' cognitive status of NEVs.Second,the government should use economic means to perfect Beijing's license plates quota policies of NEVs.Third,the government is suggested to improve the subsidy policies of NEVs from the perspective of the usage and storage.Fourth,the government should encourage enterprises to improve the performance of new energy vehicle products in various ways,such as fiscal and taxation policies.Fifth,the government should innovate ways to improve the charging infrastructure for NEVs.