Influencing Mechanism And Intervention Strategy Of Driving Experience On Consumers' Purchase Intention Of New Energy Vehicles

In recent years,with social progress and rapid economic development,Chinese residents'income growth and urbanization have been accelerating,China's automobile industry has developed rapidly,and the demand for purchasing private cars has risen sharply.According to statistics from China Automotive Industry Association,the cumulative production and sales of our country's automobiles have reached 25.225 million and 25.311 million respectively in 2020.The numbers have maintained a high level of operation for many years,and sales volume continues to rank first in the world.Undoubtedly,the widespread use of automobiles has brought convenience to people's production and life,but it should not be overlooked that the rapid increase in the number of automobiles has also caused people to worry about a series of issues,such as energy security,climate change and air pollution.Obviously,oil is a non-renewable resource,and there is a contradiction between its relative scarcity and the foreseeable increase in car ownership,which will make the existing oil-consumption model of transportation unsustainable.In order to find the answer,many countries including China are actively advocating the "green transportation"or "sustainable transportation" model,and the promotion and use of new energy vehicles(NEVs for short)is an effective way to achieve this path.In recent years,the NEVs industry at home and abroad has developed rapidly.However,judging from the existing documentary records and reality,the market diffusion and the enthusiasm of consumers to buy NEVs are still not ideal.In particular,since the sharp decline of China's recent subsidy policy,the development of NEVs has shifted from policy-driven to market-driven,this phenomenon becomes more prominent.This thesis uses the "stimulus-organism-response"(S-O-R)model as the research framework,combining with theories of customer experience,innovation diffusion,and perceived risk,and uses marketing stimulus(S:driving experience)as antecedent variables,and cognition(O:perceived relative advantage,perceived ease of use,perceived risk)and emotional state(O:trust,satisfaction)as intermediary variables,response(R:purchase intention)as outcome variable,respectively constructs the influence model of driving experience on consumers' purchase intention of NEVs from the perspective of cognition and emotional response.By collecting data through questionnaire surveys,we use SPSS and SmartPLS to analyze 692 sample data,build structural equation models,and carry out hypothesis testing and path analysis.Meanwhile,this thesis also conducts a multi-group comparative analysis of demographic variables,testing the mediating effect of mediating variables between driving experience and purchase intention.This thesis mainly focuses on three aspects:The first is based on the S-O-R framework,focusing on how the consumers'driving experience affects the perception of NEVs(perceived relative advantage,perceived ease of use,perceived risk),and then how it affects the purchase intention of NEVs.The results show that the driving experience not only directly affects the purchase intention of NEVs,but also indirectly affects the purchase intention of NEVs through intermediary variables.Specifically,the driving experience has a significant positive impact on the purchase intention of NEVs;the driving experience has a negative impact on the perceived risk of NEVs,and the driving experience has a significant positive impact on the perceived relative advantages and ease of use of NEVs.Perceived risk has a significant negative impact on the willingness to purchase NEVs,and perceived relative advantage and ease of use have a significant positive impact on the willingness to purchase NEVs.The three variables of perceived innovation attributes(perceived relative advantage,perceived ease of use,and perceived risk)respectively play a mediating role between driving experience and willingness to purchase.The second is based on the S-O-R framework,focusing on how the consumers'driving experience affects the emotional response(trust,satisfaction)of NEVs,and then how it affects the purchase intention of NEVs.The research results generally support the theoretical proposition of the relationship between the driving experience and purchase intention of NEVs.The results indicate that the driving experience can not only directly affect the purchase intention of NEVs,but also has indirect impact.Specifically,driving experience has a significant positive impact on satisfaction,but no significant positive impact on trust.Driving experience,trust and satisfaction all have a significant positive impact on purchase intention.Satisfaction not only plays a mediating role between driving experience and willingness to purchase,but together with trust,can also plays multiple mediating roles between driving experience and willingness to buy.The third is based on the current development status of the NEVs industry according to practical demonstration,we further explore the effect of driving experience on the diffusion of the NEVs market,mainly basing on the framework of"push-pull-mooring",we focus on improving the level of consumer cognition and emotional state of driving experience,such as:improving the perceived relative advantages,perceived ease of use of NEVs,reducing the perceived risks,enhancing trust and improving satisfaction.Meanwhile,some intervention strategies to promote consumers' willingness to purchase NEVs are proposed from the perspectives of the government and enterprises respectively.The innovation point of this thesis is mainly in:there are some literature cover the consumer purchase intention of NEVs,but have largely failed to stress the importance of driving experience as a marketing stimulus.Neither to explore the process mechanism of marketing stimuli(such as:driving experience)on consumer purchase intention influence for NEVs nor to discuss the purchase intention by combining the driving experience with cognitive or emotional factors of consumer.Basing on the perspective of cognitive psychology,this thesis analyses deeply from the perspective of cognition and emotion respectively,which fills the gaps in this field.From the perspective of cognitive psychology,this study enriches the research on the purchase intention of NEVs from the psychological factors of consumer,and makes some discoveries in opening the consumers' psychological "black box" of the purchase intention of NEVs,thus bringing an in-depth discussion on the purchase intention of NEVs.The results of this study are helpful for scholars to study the psychological activities of consumers in the process of purchasing NEVs,and also provides references and suggestions for government and enterprises to promote the marketization of NEVs.