| At present,the development and utilization of new energy has become a topic of heated discussion.Since the low carbon environmental protection,green consumption has become one of the core of sustainable development of the country,the automobile,as one of the "necessities" of modern society,and under the guidance of national policies,new energy vehicles are also gradually being noticed by consumers.Due to the policy encouragement and the promotion of market demand,all kinds of large and medium-sized enterprises began to research and develop new energy vehicles.In further study of the perspective,this paper is based on traditional consumer behavior theory,will study the relationship between new energy vehicles and consumer purchase intention.In many research on consumer purchase intention,planned behavior theory is one of the most used in various fields,so this article uses the planned behavior theory as the foundation,compare it with traditional theory of planned behavior experiment.The variable of the uniqueness requirement is formed in a sharp contrast with the subjective norm,so as to form a modified model of the planned behavior theory model from the perspective of uniqueness.After rigorous design questionnaire and recycling questionnaire,the thesis analyzes the data reliability and validity of inspection,measures the model of factor analysis,structural equation method,etc.,carries on the comparison to the original model and the modified model.Overall,the results show that the revised model of the data fitting is higher than the original model,so this research is corresponding to China's new energy automobile environment under the background of rapid development,and it is able to join the uniqueness model in the study of consumer demand for new energy vehicles to be revised theory of planned behavior model.Finally,based on the above conclusions,this paper provides targeted suggestions for the marketing strategy of new energy automobile enterprises. |
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