Research On The Influence Of Customer Perceived Value On Purchase Intention Of New Energy Vehicles

In the face of the "decline" of state subsidies,how the market of new energy vehicles transitions from policy orientation to market orientation,and how to promote new energy vehicles becomes the development trend of China’s automobile industry.Therefore,this paper takes new energy vehicles as the research object,and explores the reasons for forming purchase intention from the perspective of customer perceived value.Through the study of previous literature,the main variables that influence the purchase intention are extracted: through in-depth study of consumers,the influence of various factors based on customer perceived value on the purchase intention is explored.Based on the understanding of relevant theoretical literature on new-energy vehicles and influencing factors of purchase intention,customer perceived value,purchase intention,government policy,and citizens’ environmental awareness,this paper builds a relationship model of customer perceived value,citizens’ environmental protection behavior,government policy,and purchase intention combined with the research of scholars.Research hypothesis and build,and design the questionnaire,by herself and her friends to work in car related enterprises of the corresponding personnel questionnaire,data analysis,to verify the function value,price value,emotional value,social value significantly affect the purchase intention,whether citizens’ environmental protection behavior and government policy in the functional value,price value,emotional value,social value and purchase intention between the adjustment.Through regression analysis proved the function value,price value,emotional value,social value significantly affect the purchase intention,citizens’ environmental behavior in the functional value,price value,emotional value,social value and purchase intention between play a regulatory role,the government’s policy in the functional value,price value,and purchase intention play a regulatory role,between the emotional value,social value and purchase intention did not play a regulatory role.Customer perceived value is analyzed from the perspective of consumer influence on new energy vehicles purchase intention,help the government and the enterprise build up the idea of consumer value guidance,a thorough understanding of consumer buying behavior,better grasp of consumer psychology,so as to promote the consumer purchase intention for new energy cars,boost the long-term development of new energy vehicles.