Users’ Willingness To Use Public Charging Piles:A Study Based On The Extended TAM Model

Based on energy shortage,global environmental awareness and strong government support,electric vehicles are increasingly becoming a new trend in the world,and the public’s recognition of electric vehicles is gradually increasing.At present,users can charge and exchange electricity in many ways,and the lack of charging resources is no longer the main problem restricting the development of electric vehicles.In the fierce market competition,understanding users’ preference,improving users’ charging and changing experience,and enhancing enterprises’ competitiveness have become issues that enterprises need to think about.This essay attempts to investigate the behavioral attitudes of electric vehicle owners toward charging infrastructure from the perspective of users’ willingness to use,and provide a theoretical basis for the development of China’s charging infrastructure industry.This essay takes the Technology Acceptance Model(TAM)as the basic theoretical framework,combines the characteristics of public charging piles,introduces the perceived risk theory,social influence theory and diffusion of innovation theory,and constructs a theoretical model with public charging pile users’ willingness to use as the dependent variable.In this essay,232 valid sample data were collected from owners of electric vehicles such as NIO,BAIC New Energy,CHANA and Shanghai Volkswagen by means of questionnaires.Using SPSS and MPLUS statistical software,this essay inferred hypothesis testing on the sample data by means of factor analysis and structural equation modeling.The empirical results show that perceived usefulness,perceived ease of use,social influence and individual innovativeness are the main factors influencing users’ willingness to use public charging piles,all of which have a significant positive effect on users’ willingness to enhance their use.The effect of perceived risk on users’ willingness to use did not pass the significance test.Meanwhile,perceived usefulness mediates the relationship between individual innovativeness and willingness to use,social influence and willingness to use,and perceived ease of use and willingness to use.Based on the findings,this essay proposes countermeasures on how to improve the usage intention of public charging pile users.