Consumer's Willingness To Pay For New Energy Vehicle In Beijing

With the increasing emphasis on energy and environmental issues,green travel is mentioned by all walks of life.With its clean energy substituting and low pollution in motion,new energy vehicle?NEV?has been gradually paid more attention.Recently,plenty of policies have been published to promote the adoption of NEV in China,however,the effect achieved still can't live up to our expectations.Consumers,a quite important part in the sales market,it is of extremely essential to study their willingness to pay?WTP?for NEV.Starting from consumer's sight,the thesis uses empirical research methods,designs the research survey with scenario simulation based on the contingent valuation method?CVM?.Finally,248 valid questionnaires have been collected.Combined with economic basis of CVM,the thesis formulates binary logistics model,estimates consumer's WTP and analyzes influencing factors in two hypothetical market with binary logistics regression model using SPSS.The result shows that,for the increasing of the purchase price because of the decreasing of the subsidies?scenario 1?,consumers could accept 8.41%gains,while for the extra cost in the charging infrastructure installation?scenario 2?,their average WTP is 1971.91 CNY.The demographic characteristics,the awareness of NEV and the value assessment of vehicle license all have significant effects on consumer's WTP at 1%level.It can be found that there are more consumers willing to pay in the 1^st hypothetical market scenario than in the 2^nd one,both in the intuitionistic analysis and regression analysis.Although there is no comparability in specific paying amount,it still proves that the cost of the charging piles installation puts more effect on the consumer's choice than purchase price,that is,consumers pay more attention to NEV's charging issues than purchase price.Accordingly,it is of great importance to fund on battery research,perfect charging facilities,enhance consumption experience,improve consumer's awareness.It is also indicated that higher consumer's WTP means higher expectations on air quality improvement,so ensuring NEV environmental friendly is another way to increase consumer's WTP for NEV.