Research On The Driving Mechanism Of Consumer Purchasing Behavior Of Battery Electric Vehicle And Guiding Policy Simulation

Under the background of resource shortage and society’s demands for energy conservation and environmental protection,new energy vehicles have become an important tool for China to achieve "carbon neutrality" and "carbon peak".This thesis focuses on the battery electric vehicles,which currently accounts for the largest market share in China.The aim is to investigate the drivers of consumers’ willingness and behavior to purchase battery electric vehicles,as well as the role of different policy factors on consumers’ battery electric vehicle purchasing behavior.By combing related literature and combining the theory of planned behavior,technology acceptance model,valued based adoption model of technology and goal framework theory,this thesis constructs a research model of the drivers of consumers’ willingness to purchase battery electric vehicles,and explores the influence of consumers’ perceived entertainment,perceived usefulness,perceived risk,and perceived ease of use on their attitudes,and then explores the influence of consumers’ attitude,subjective norms and perceived behavioral control on their purchase intention.By designing a questionnaire that fits the context of this thesis,using a structural equation modeling approach to validate the conceptual model and using multiple-group analysis approach to explore the moderating role of factors such as consumers’ family life cycle stage,demographic characteristics,and battery electric vehicle purchasing experience,as well as the moderating role of policy factors in the relationship between battery electric vehicle purchase intention and purchase behavior.Based on this,a policy simulation model of consumers’ purchase behavior is established to simulate the dynamic effects of different types and strengths of policy factors on consumers’ purchase behavior of battery electric vehicle.The research results show that:(1)Consumers’ perceived usefulness,perceived enjoyment,and perceived ease of use positively influence their attitudes towards battery electric vehicles,while perceived risk negatively affects their attitudes.Attitude,subjective norms,and perceived behavioral control positively influence consumers’ purchase intentions for battery electric vehicles;(2)Attitude plays a mediating role in the impact of perceived usefulness,perceived enjoyment,perceived risk,and perceived ease of use on consumers’ purchase intentions for battery electric vehicles;(3)The purchase intention and purchase behavior of battery electric vehicles by consumers may vary depending on different factors such as the stage of the family life cycle,demographic characteristics,and experience in purchasing battery electric vehicles;(4)Convenience pursuit policies and information provision policies have a significant moderating effect on the relationship between consumers’ purchase intentions and purchase behavior for battery electric vehicles,while financial incentive policies do not have a significant moderating effect;(5)In the absence of external policy factors,the actual inclination of consumers to purchase battery electric vehicles is low.The different intensities(independent effects)of the three policy intervention tools all have a certain promoting effect on individual battery electric vehicle purchase intentions and purchase behavior,and policy combination has a more significant effect on promoting individual battery electric vehicle purchase behavior.Combined with the results of empirical analysis and simulation analysis,this thesis proposes effective ways to promote consumers’ battery electric vehicle purchase behavior from multiple perspectives of consumers’ internal perception and policy context.The research is helpful for the government to optimize the policy intervention mechanism in the field of battery electric vehicles in China from the policy-making level,and also helps enterprise managers to improve consumers’ acceptance of battery electric vehicles from the business strategy level.By promoting consumer acceptance and adoption of battery electric vehicles,it will further promote sustainable development and environmentally friendly society construction.There are 24 figures,27 tables and 135 references in this thesis.