Research On The Influence Of Priority Rights And Preferential Policies On First Time Purchase Intention Of New Energy Vehicles

The development of new energy vehicles is an important national strategy for China to ensure energy security,alleviate environmental pressure and achieve "carbon peak" and "carbon neutral" goals.n 2020,the new energy vehicle industry faced the double impact of the expiration of subsidies and the COVID-19 epidemic,and the annual sales declined for the first time.Although the Ministry of Industry and Information Technology and other four ministries jointly issued a notice to extend the fiscal subsidy policy until the end of 2022,the principle of subsidy withdrawal remains unchanged.Previous studies on the willingness to consume new energy vehicles have considered "purchase subsidies" as an important factor.Under the inevitable trend of " subsidies shrinkage",research consumers’ perceptions and evaluations of non-subsidy policies,and The implementation of which policies can effectively hedge against the adverse effects of " subsidies shrinkage" and create incentives for consumers’ willingness to buy becomes even more urgent.From policy object role perception perspective,this paper discusses the new energy vehicles usage policy influence on purchase intention,based on the previous research and government documents,divide the policies of new energy vehicles use link for the privilege(priority rights)and offer preferential policies(preferential policies)two categories,a research model of policyperceived value-initial purchase intention is constructed by applying the S-O-R theoretical framework,and a questionnaire survey was carried out for the group with no purchase history of new energy vehicles,Using SPSS and Smart PLS conduct empirical analysis and hypothesis testing.The results of analysis and testing of the 283 valid samples obtained show that,first of all,priority power and preferential policies can affect the perceived value.Second,the purchase restriction policy has a significant impact on the initial purchase intention of new energy vehicles.Thirdly,there are some differences in consumers’ evaluation of each usage specific policy tool in the currently.Finally,consumers with different income levels have no differences in purchasing intentions,and consumers with different marital status have differences in initial purchasing intentions.Combined with the above conclusions,this paper puts forward suggestions to enterprises and the government respectively,hoping that enterprises can publicize and make good use of the policy,extend marketing links to optimize after-sales experience,and shoulder the responsibility of promoting the social value of new energy.It is suggested that the government should enhance the preferential intensity and privilege popularization,support the construction of charging infrastructure,explore the reform of automobile tax system and accelerate the establishment of power battery recycling system,etc.,hope to contribute to the market popularity and industrial development of new energy vehicles.