Exploring The Antecedents Of Purchase Intention Of New Energy Vehicles:A Perspective Of The Status Quo Bias Theory

Under the current layout of building a beautiful ecological civilization in China,China’s new energy economy is booming.As an important part of it,new energy vehicles play an important role in environmental protection and energy conservation.Therefore,the development and promotion of new energy vehicles has become the common goal of governments all over the world.But for now,new energy vehicles are not the first choice for all consumers.Instead,most consumers will give priority to traditional fuel cars when buying cars.In order to explore the factors influencing consumers’ purchase intention,this paper,based on the summary of the research results of domestic and foreign scholars,converts the old and new system into a research perspective,and based on the status quo bias theory,summarizes four types of influencing factors,namely,use habit,switching cost,sunk cost and cognitive biases.Gender and car purchase history are selected as the moderating variables to obtain the data through questionnaire issued in tianjin,and the data are used to construct the structural equation model for empirical analysis.The empirical results show that use habits,switching costs,sunk costs and cognitive biases all have significant negative effects on consumers’ buying intentions.Gender can significantly adjust the relationship between use habit and purchase intention,and purchase history can significantly adjust the relationship between use habit,sunk cost,cognitive biases and purchase intention.Finally,based on the research findings obtained,specific proposals were made to the government,new energy auto companies and consumers to jointly promote the development of new energy vehicles.