Research On The Influence Of Chinese Consumers’ Traditional Cultural Values On The Purchase Intention Of New Energy Vehicles

There are many problems in the process of rapid economic development and improvement of living standards.Excessive energy consumption and environmental pollution are the key problems to be solved in the process of China’s economic development.However,some scarce non renewable resources can not be used continuously and permanently,which forces people to take the initiative to find some other resources to replace these resources,such as renewable clean energy such as solar energy to replace non renewable scarce energy.The automobile industry needs to use a lot of resources.Therefore,the whole automobile industry also needs to actively find alternative clean energy.The development of traditional automobile industry has led to more and more serious environmental pollution and more and more shortage of energy.In order to solve the problems of energy and environmental pollution,new energy vehicles came into being.People have higher and higher requirements for the quality of life,pay more and more attention to the environment and energy,the concept of environmental protection is deeply rooted in the hearts of the people,and the environment-friendly and low-carbon life has gradually become the standard of living.New energy vehicles can meet the current market demand and have considerable development prospect.In order to change the mode of economic development and better promote the development of environmental protection,the Chinese government has given policy support and welfare subsidies to the new energy vehicle industry.However,this situation is difficult to maintain.Relying on state welfare subsidies is not a long-term solution.We should fundamentally change consumers’ values and purchase intentions.From the analysis of the international development trend,green,environmental protection,energy conservation and other behaviors are advocated in the world.The development of new energy vehicles is undoubtedly the best performance to comply with this trend.The industry represented by new energy vehicles is conducive to resource conservation,and the concept of green environmental protection is fully embodied.In some countries,the sale of gasoline vehicles is strictly prohibited,and customers can only buy new energy vehicles.China has also introduced many incentive policies for new energy vehicles,such as unlimited travel and increasing purchase subsidies.In a large number of research on new energy vehicles,the research content mostly involves technology development and innovation,policy support and enterprise marketing management,and there is less research on the perspective of consumers.The attitude and willingness of consumers are extremely important.Therefore,it is of key significance to explore customers’ purchase intention,which is conducive to promoting the sales of enterprise products and the steady construction of China’s new energy vehicle industry.Firstly,this study summarizes and analyzes the current research on new energy vehicles,understands the research status,and explores the factors affecting customers’willingness to buy new energy vehicles from the perspective of cultural values.In addition,social class and brand characteristics are introduced to consider their role in the process of consumers’ cultural values affecting purchase intention,sort out the main influencing factors of consumers’ cultural values on purchase intention,build the corresponding analysis model,give assumptions,collect relevant data,and analyze based on spss21.0 software,In the form of empirical discussion,this paper discusses the factors affecting customers’ purchase intention from the dimensions of consumers’cultural values,brand characteristics and social class.The data analysis results show that,firstly,the improvement of practical rationality and face image values can significantly promote the purchase intention of new energy vehicles.Secondly,in the dimension of social stratum,practical rationality and purchase intention are negatively regulated,and face image and purchase intention are positively regulated.Finally,brand reputation plays a negative role in regulating practical rationality.An appropriate increase in brand reputation will reduce the positive effect of practical rationality on purchase intention,and vice versa.Brand practicability positively regulates the relationship between practical rationality and purchase intention,that is,brand practicability plays a positive role in regulating practical rationality,The appropriate increase of brand practicability will improve the positive effect of practical rationality on purchase intention,and vice versa;Brand reputation positively regulates the relationship between face image and purchase intention,that is,brand reputation positively regulates face image.An appropriate increase in brand reputation will increase the positive effect of face image on purchase intention,otherwise it will decrease,and brand practicability negatively regulates face image,An appropriate increase in brand practicability will reduce the positive effect of face image on purchase intention,and vice versa.According to the final results,the methods and measures to enhance consumers’ purchase intention are given from the perspective of enterprises.