A Study On The Influence Of Consumer Perception On The Willingness Of New Energy Vehicles To Buy

With the rapid development of China's economy,people's living standards have been greatly improved.At the same time,resource consumption and environmental pollution problems have become increasingly prominent.The limited nature of non-renewable resources forces people to actively seek clean energy to replace traditional scarce resources such as natural gas,solar energy,solar energy,wind energy,and tidal energy.The automotive industry is no exception.The development of traditional cars is accompanied by various problems such as exhaust pollution and energy supply and demand.New Energy Vehicles have a tendency to replace traditional fuel vehicles.With the improvement of the quality of the people,the consumers are paying more and more attention to ecological changes,and the awareness of environmental protection is improved.At the same time,they will also pay attention to the ecological benefits of products.At the same time,the development of new energy vehicles is also facing policy-oriented and market-oriented change.On the one hand,in order to promote the development of the new energy automobile industry,the Chinese government has continuously given financial subsidies to new energy automobile companies,including new energy vehicle engine subsidies,vehicle subsidies,and kilometer subsidies.However,this situation is unsustainable.In the context of the trend of “subsidence” in the state subsidy policy,how to improve consumers' purchasing intention is worth studying.On the other hand,under the international environment of promoting energy conservation and emission reduction,new energy vehicles with advantages such as energy conservation,environmental protection and pollution-free have become the products of the development of the times and the development trend of the automobile industry in the future.In some countries' industrial development plans,fuel vehicles will be banned from sale,and consumers can only purchase new energy vehicles.China has also introduced a series of incentive policies for new energy vehicles,such as unlimited travel,exemption from purchase tax,special lanes,parking spaces,and unlimited purchases.In the existing research on new energy vehicles,scholars pay more attention to industrial policies,core technology research and development,enterprise management,etc.,and pay less attention to consumers' willingness to purchase.However,consumers' willingness to purchase is in the process of purchasing new energy vehicles.The core position.Therefore,it is of great significance to studyconsumers' willingness to purchase,which will help promote the sales of enterprise products and promote the steady development of China's new energy automobile industry.This paper first analyzes the research status of the willingness to consume new energy vehicles,and considers the influencing factors of the willingness to purchase new energy vehicles from the perspective of consumer perception.Secondly,through a series of innovation diffusion theory,purchase decision theory and SOR theory,the main influencing factors of consumers' purchase intention are analyzed,the corresponding models are constructed,hypotheses are put forward,data is collected,and finally SPSS 20.0.and AMOS 21.0.Software processing,empirical research analyzes the relationship between the different dimensions of perceived value and perceived risk and the willingness to purchase new energy vehicles.The results of data analysis show that,first of all,quality value,price value and emotional value have a significant positive impact on the purchase intention of new energy vehicles;economic risks,technical risks and policy risks have a significant negative impact on purchase intention.Second,consumer innovation significantly negatively regulates the relationship between service risk and purchase intention;consumer innovation significantly regulates the relationship between emotional value,value,and purchase intention.Finally,based on the research results,from the perspective of the government and enterprises,the countermeasures to reduce the perceived risk of consumers and improve the perceived value of consumers are proposed.