Research On Factors Of Purchase Intention Of Independent Brand New Energy Vehicles In China

With the increasing pressure on energy environment and competition of automotive industry,China is paying more and more attention to the development of new energy vehicles.At the beginning of the automotive industry development,with the guidance of policies,the new energy vehicle market is gradually prospering.Although the traditional fuel car market was cold in 2018,new energy vehicle market is still maintaining steady growth.China has become the largest new energy vehicle market in the world,with independent brands accounting for half of the world's new energy vehicle sales.New energy vehicles are opportunities for independent brands.However,with the decrease of subsidies in the future,relevant policies are gradually shifting to high-end new energy vehicles.The new energy vehicle market will face a reshuffle,which means the development of independent brand new energy vehicle market is still not clear.As new energy vehicles industry still belongs to emerging industries and just has a short development history,it maintains less detailed research on the market segment of independent brands new energy vehicles.On the basis of extensive literature reading and analysis,this paper uses descriptive statistical analysis,factor analysis,cluster analysis,correlation analysis and logistic regression model to conduct empirical research on the first-hand data.In this paper,the main influencing factors of purchase intention are extracted by principal component analysis,including economic factors,reliability factors,policy factors,social factors and sales effect factors.Then,cluster analysis is carried out on the consumers,focusing on the predictor importance ranking of various influencing factors and the classification.Moreover,in order to construct a theoretical model for quantitative evaluation of purchase intention and rank the influencing factors by using logistic regression model,full consideration of consumer demographic factors is needed.It is found that among the significant influences of different factors,the degree of social influence is the highest,followed by gender,policy,family monthly income,sales effect,economy of products,and reliability of products.Finally,according to the conclusion,the paper puts forward relevant suggestions to these companies,government and consumers respectively,so as to improve consumers' purchasing intention and promote the rapid development for Chinese independent brand new energy vehicles.It also provides theoretical reference for further research on the purchase intention of Chinese independent brand new energy vehicles in the future.This paper undoubtedly has practical research significance for promoting rapid transformation of automotive industry enterprises and creating a good prospect of the industry development.