Analysis On Consumer Purchase Behavior Of New Energy Electric Vehicles

With the rapid development of the Chinese economy and the continuous development of urbanization,the variety of serious problem about the energy consumption and the environmental pollution caused by the transportation sector cannot be ignored.It is imperative to popularize new energy automobiles.In recent years,along with the increasingly prominent problem about the Chinese environmental pollution and energy security,clean and environment-friendly energy automobiles have been highly praised by auto manufacturers and the Chinese government.The sales of new energy vehicles have been strongly supported by policies.In addition,many researches show that consumers are important practitioners to purchase new energy products.Therefore,the identification of factors that affect the psychological acceptance and purchase of new energy vehicles has become an attraction in the world gradually.In the situation,mastering the psychology,habits and behavior of the domestic consumers of new energy vehicles plays a great theoretical and practical guiding role in the development of domestic new energy vehicles enterprises.Therefore,a reliable scale was developed in the paper to investigate the inhabitants from twenty-two provinces in the Seven Major Geographical Regions in China.The Plannedbehavior Theory was extended into the real situation to analyze some factors influencing the purchase of new energy vehicles by the use of the Structural Equation Model.The political guidance under such variables as the motional attitude,the subjective norm,the perceived behavioral control,the awareness of the consequence,the attribution of responsibility,the personal norm and the outer situation was taken as an influencing factor and discussed about to analyze whether the above variables were obvious and distinguish the importance of significant variables.The main research method in the paper was as follows.Firstly,construct the research model by combining the Planned-behavior Theory,the Norm-activation Theory,the Perceived-value Theory and the Attitude-Behavior-Context Theory.Refine ideas from the existing theoretical research on the basis of the literature research and put forward the hypothesis.Then,obtain the data through the field investigation for the data analysis,the hypothesis testing and the model computation to verify the above hypothesis.Finally,draw conclusions.The main conclusions in the paper were as follows:(1)The personal norm based on the Norm-activation Theory could be activated by the sense of consequence rather than the sense of responsibility.It significantly affected the intention of consumers to purchase new energy vehicles.(2)The perceived-behavior control and the emotional attitude under the framework of the Planned-behavior Theory significantly affected the intention to purchase new energy vehicles.(3)The personal norm could not directly affect the purchase intention of consumers,but do it indirectly through the personal attitude.The personal attitude not only directly affected the purchase intention,but acted as a mediator variable which affected the purchase intention.(4)The perceived value affected the purchase intention.However,the perceived value in all dimensions didn’t all play a significant role.In the paper,the perceived value was divided into three dimensions,in which the value consumers perceived through the improvement of the charging function and the infrastructure function as well as the use directly affected the purchase intention of them.(5)Although the guidance of preferential policies in the outer situation wasn’t taken as one of the factors which directly influenced the intention of consumers to buy new energy vehicles,but it also played a significant role by affecting the emotional attitude.Therefore,it seemed that in this research,the personal emotional attitude not only directly affected the purchase intention of consumers,but played an indirect role as a mediator between the personal norm and the situational factor.