Research On The Influence Of Consumer Self-Construal On The Purchase Intention Of New Energy Vehicles

With the aggravation of environmental pollution,the rise of green consumption and the implementation of government subsidy policy,the new energy automobile industry has developed rapidly.At present,most scholars mainly study the purchase intention of new energy vehicles from the aspects of green lifestyle,government subsidy policy and so on,but ignore the influence of consumers' self-construal on the purchase intention of new energy vehicles.Nowadays,the decline of subsidies for new energy vehicles has become an indisputable fact,which is bound to bring some negative effects on the sales of new energy vehicles.In order to maintain the steady growth of sales of new energy vehicles,we need to turn our attention to consumers,and deeply analyze the characteristics and psychological demands of different self-constructing consumers,accurately grasp the inner decision-making process of the consumer in the process of purchasing the new energy automobile.In view of this,this paper studies the purchase intention of new energy vehicles from the perspective of consumer self-construction.Firstly,this paper constructs a research model which takes self-construal as independent variable,perceived value as intermediary variable and purchase intention as dependent variable,and divides perceived value into performance value,cost value,emotional value,social value and green value,and divides self-construal into two dimensions: dependent self-construal and independent self-construal.Secondly,this article uses the questionnaire survey method to collect the data.Thirdly,using the SPSS19.0 software to carry out descriptive statistical analysis on the characteristics of the valid samples and the characteristics of the variable distribution,and in order to verify the proposed research hypothesis,the correlation analysis,the regression analysis and the mediation effect analysis are carried out successively.The empirical results are as follows:(1)self-construal has a significant positive impact on the purchase intention of new energy vehicles,compared with dependent self-construal,the independent self-construal has a more significant impact on the purchase intention of newenergy vehicles;(2)cost value,emotional value,social value and green value have a significant positive effect on the purchase intention of new energy vehicle,but the performance value has no significant effect on the purchase intention of new energy vehicle;(3)compared with dependent self-construal,independent self-construal has more significant influence on performance value,cost value and emotional value;(4)compared with independent self-construal,dependent self-construal has more significant influence on social value and green value;(5)cost value,emotional value,social value and green value play an intermediary role between the self-construal and the purchase intention of new energy vehicles.In view of the above conclusions,this paper puts forward some suggestions from two aspects: government and new energy automobile enterprises.The government should step up the environmental protection propaganda,raise citizens' awareness of environmental and green consumption,let the consumer consciously buy new energy vehicles.New energy automobile enterprises should deeply understand the psychological characteristics of consumers,on the basis of continuous improvement of products to formulate a precise marketing plan,fully meet the psychological demands of consumers,so as to improve the sales of new energy vehicles.