Research On Innovation Resistance Of New Energy Vehicles From The Perspective Of Consumer Perception

In recent years,with the increasingly serious problems of environmental pollution and energy shortage,energy-saving and environment-friendly new energy vehicles have been widely valued by the society and the government.However,due to many reasons,compared with traditional fuel vehicles,the market acceptance of new energy vehicles is not high,and the consumption activity and enthusiasm of new energy vehicle is far lower than that of traditional fuel vehicles.Therefore,the current development of new energy vehicles presents a contradictory situation of government support,social needs,and consumers’ lack of willingness to consume or even resistance to purchase.Therefore,it has become an important topic to study the influencing factors of new energy vehicle consumption,especially to explore the reasons why consumers resist buying new energy vehicles and the formation mechanism of new energy vehicle innovation resistance.On the basis of combing the previous literature and based on the theory of innovation resistance,this paper studies the problem of new energy innovation resistance from the perspective of consumer perception.On the one hand,the influence of consumers’ perceived risk on innovation resistance of new energy vehicles is verified.On the other hand,the role of consumer perceived value in the formation of innovation resistance of new energy vehicles is explored,and the regulatory role of consumer innovation and industrial policy is studied from both micro and macro perspectives,so as to establish a model of innovation resistance of new energy vehicles.In this paper,450 valid data were collected through questionnaire survey,and SPSS24.0 and AMOS21.0 were used to verify and analyze the model in this paper.The results show that,first of all,consumers’ perceived quality value and emotional value have a significant negative impact on the delay and refusal to purchase new energy vehicles;Consumers’ perceived green value has a significant negative impact on the delay of purchasing new energy vehicles.Secondly,consumers’ perceived financial risk,physical risk and psychosocial risk all have a significant positive impact on the delay and refusal to purchase new energy vehicles.Thirdly,consumer innovation has a significant positive moderating effect on the relationship between perceived value and purchase delay and refusal.It has a negative moderating effect on the relationship between perceived risk and delayed purchase.At the same time,it is found that industrial policy has a significant positive moderating effect on the relationship between perceived value and purchase refusal,and a significant negative moderating effect on the relationship between perceived risk and delayed purchase.Finally,this study provides the management practice enlightenment for the new energy vehicle production enterprises,marketing enterprises and the government.