Research On Influencing Factors Of Electric Vehicle Purchase Intention Based On Technology Acceptance Model

Since 1978,the waves of reforms have been turbulent for more than 40 years,the socio-economic is booming,people's living are rising steadily,China will achieve a comprehensive well-off society and in order to find a better life,lots of people are increasingly using fuel vehicles,family cars flip into the homes of ordinary people,but what cannot be ignored is the increasingly serious ecological and environmental problems,which is contrary to people's desire for a high level of quality life.Faced with the increasingly severe deterioration of the ecological environment,countries around the world have focused on developing energy-saving and green energy vehicles to cope with this dilemma.The electric vehicle industry's short development history and technical constraints have made its market recognition generally lower than traditional fuel vehicles,so it has to face a continuous downturn in the market.On the other hand,there are still have huge exploration space.Through literature analysis and combine with technology acceptance models,this paper selects several key factors that may have a greater impact on the purchase intention of electric vehicles.After organized and analyzed related research trends,the constructed the theoretical model of this article,and then collecting data in the form of online electronic questionnaires.After analysis,we explored the relationship between the respective variables and the intermediary variables and dependent variables,to interpret the relationship between the key variables and purchase intention in this article.The results of the model show that the four external variables studied in this paper,consumer perceived ease of use,perceived usefulness,perceived risk,consumer innovation,and purchase attitude,have varying degrees of influence on consumers 'purchase intentions.After testing the structural equation model,the research hypotheses in this paper have been approved:(1)the perceived usefulness of consumers has a positive effect on consumers' purchasing attitudes;(2)the consumer's perceive ease of usefulness has a positive impact on consumer purchases Attitude;(3)Consumers' perceived risk of electric vehicles has a negative impact on consumers' purchasing attitudes;(4)Consumer's perceived risk has a significant negative impact on consumers' electric vehicle purchase intentions;(5)Consumer innovativeness has a significant positive impact on consumers' intentions to purchase electric vehicles;(6)Consumer innovativeness has a significant positive impact on consumers' attitude toward electric vehicles;(7)Consumers' electric vehicles purchasing attitude has a positive effect on purchasing intention;(8)consumers' purchasing attitude plays an intermediary role in the relationship between perceived ease of use and purchasing intention;(9)the consumer's purchasing attitude plays an positive intermediary role between perceived usefulness and purchasing Intention;(10)Consumers 'purchasing attitudes play a negative mediating role between perceive of risk and purchasing intentions(11)Consumers' purchasing attitudes play a positive intermediary role between Consumers' innovation and purchasing intention.According to the research conclusions,this article also puts forward several suggestions:(1)Make marketing positioning Strategies smartly.According to different market needs,consumer groups,and usage scenarios,we can take advantage of different categories(2)Focus on differentiated market.rebuild a new brand,paying attention to the new generation of consumers and meeting the needs of consumer's emotional expression(3)Improving the comprehensive performance of electric vehicles and improving the infrastructure.The enhancement of performance will enhance the perceive of usefulness to the electric vehicles;by improving the infrastructure,it will facilitate energy storage,and boost the charging speed.(4)both marketing and publicity work should raise public awareness.(5)Reduce perceive of risk.Through all-round measures,improve safety and security,reduce charging time costs,and reduce financial risks.