Study On Influence Factors Of The Purchase Intention Of Domestic New Energy Vehicle Consumers

With the increasingly prominent environmental pollution and energy crisis,the state attaches more and more importance to the development of energy-saving,environmental protection and safety new energy vehicles.At present,the core technology of domestic new energy vehicles is not far from that of foreign countries.The sales volume of domestic new energy vehicles accounts for about half of the global new energy vehicle sales volume,and the market scale has ranked the first in the world.However,compared with traditional vehicles,the market share of new energy vehicles accounts for less than 6%.Therefore,it is very urgent to explore which factors restrict consumers to buy new energy vehicles.In view of the problems to be solved,this paper first describes the domestic and foreign research on the purchase behavior of new energy vehicles,combing relative classic theories of consumer purchase behavior.On this basis,this paper puts forward four main factors and 20 direct observation indexes that affect the purchase behavior of domestic new energy vehicles,including consumer attitude,image of automobile enterprises,government policies and product image,and constructs the corresponding research model.Second,this paper designs a Likert Scale questionnaire,obtains the required sample data through surveys,and then makes an empirical research on the research hypothesis in three aspects.The first aspect is to make a descriptive statistical analysis of the obtained data to get the basic characteristics of informants and their understanding of domestic new energy vehicles,including types and models of new energy vehicles,purchase budget,brand familiarity,distribution system and past purchases of domestic new energy vehicles,etc.In the second aspect,SPSS 20 software is employed to analyze the reliability and validity of the data to obtain four impact factors and20 visual observation indexes of domestic consumers’ purchase intention of new energy vehicles.The purchase intention is the presumption factor of purchase behavior.In the third aspect,AMOS21 software is employed to draw a structural equation model,make a statistical analysis of data distribution,test simulation fitting degree,and verify the assumption research hypothesis.Based on the findings,a path coefficient diagram is generated,and the influences of 20 observation variables on 4 potential impact factors and 4 potential factors on purchase intention are calculated.Finally,the total effect of observation variables on purchase behavior is calculated and sequenced.The results show that: in the significant degree of different factors,safety and purchase price have the highest impact,while advertising,subsidies and taxes have little impact on purchase behavior,indicating that consumers tend to be more rational.The research results ofthis paper have important practical significance and reference value for the government to adjust policies and automobile manufacturers to design new energy vehicles that meet the needs of consumers,mobilize the enthusiasm of consumers to buy new energy vehicles,and expand the sales scale of new energy vehicle market.