Study On The Purchase Intention Of New Energy Vehicles Based On Consumer’s Perceived Value

Currently,automobiles have become an indispensable transportation means in people’s daily life.By the end of 2018,the number of cars in China has exceeded 200 million.With the growth of automobile production and sales,automobile exhaust pollution,energy consumption and other problems have followed.China’s automotive industry is in urgent need of finding a sustainable development path,and new energy vehicles(NEV)integrated with energy conservation and environmental protection have become a national and industry consensus.General Secretary Xi has instructed that the development of NEV is the only way to become a powerful automotive country.According to the automobile industry programme,the NEV production and sales in China are forecasted to achieve 2 million by 2020 and 7 million by 2025.Currently the NEV industry is transiting from the start-up period to the growth period.The promotion of the NEV in the public area and the group rental market has achieved considerable results.However,in the private consumer market,there are a few products that can really satisfy the consumer ’s requirement and consumers’ purchase will is not strong.Therefore,it is very necessary and urgent to study how to identify and enhance consumers’ purchase intention of NEV,which is the main research content of this paper.This paper summarizes the existing research results of consumer perceived value and purchase intention of NEV,and combines with my personal practical experience accumulated in the automobile industry,puts forward the research topic of purchase intention of NEV based on consumer perceived value,constructs the hypothesis of relevant theoretical model,and then obtains relevant data through questionnaire survey,and uses SPSS statistical software to carry out a series of empirical analysis on the achieved survey data,such as the analysis for reliability and validity,correlation,regression,and hierarchical stepwise regression of regulatory variables,etc.The empirical analysis results verify the relevant research models and hypotheses.Finally,the following conclusions are drawn:(1)At this stage,most people have a basic overall understanding of NEV,but there is still a gap compared with traditional vehicles,and the maturity of NEV market is not high.(2)There is a positive correlation between consumer perceived value and purchase intention of NEV.Specifically,the purchase intention of NEV is affected by the following five dimensions(product quality,product service,product brand,product price,product policy).(3)The relationship between perceived value and purchase intention of consumers is moderated by citizen environmental awareness.The results show that citizen environmental awareness has moderating effect on purchase intention in terms of product quality and brand dimension of NEV.Based on the perspective of consumer perceived value,this paper studies the purchase intention of NEV,which helps enterprises to clarify the key purchase factors and pain points of consumers’ demand for NEV,and then through product innovation and targeted product planning and marketing strategies by enterprise,consumers’ perceived value of NEV products for the enterprise can be enhanced,NEV emerging market can be seized and sustainable development of enterprises can be realized.