Research On The Influence Of Policy Incentives And Media Richness On Consumers’ Purchase Of New Energy Vehicles

Chinas auto industry is growing rapidly,but at the same time,energy,environmental and safety pressures are mounting.Peaking carbon has become an increasingly difficult task.As the carbon emission of new energy vehicles(NEVs)in their life cycle is lower than that of traditional fuel vehicles,it will be a strategic way to ease energy pressure,develop green and low-carbon economy and promote industrial transformation and upgrading.After years of industrial cultivation and development,China is now at the forefront of global vehicle electrification.After years of industrial cultivation and development,China is now at the forefront of global vehicle electrification.The driving force of the development of the new energy automobile industry has shifted from policies to the combination of policies and the market.The integration of the new energy automobile industry with the information and communication industry,the energy industry and the intelligent transportation industry has accelerated,and the new energy automobile industry has entered a new stage of high-quality development.In this context,based on the policy incentive effect of NEVs and the perspective of media richness,this dissertation studies the influencing factors and mechanism of consumers willingness to buy and adopt NEVs.Starting from the three aspects of policy incentive of the whole life cycle,media richness and consumers attention,t his dissertation conducts theoretical analysis,questionnaire survey and large sample empirical test.This dissertation systematically discusses how policies affect consumers perception of electrification function and intelligent function attributes of NEVs through consumers perceived usefulness and perceived usability,and how media channels affect consumers perception of electrification function and intelligent function attributes of NEVs,thus influencing consumers purchase and adoption intentions,a nd testing the relationship between consumers attention to NEV subsidy policy and sales of NEVs.The contribution of this research lies in the following three points:First,the policy incentive measures for the full life cycle of NEVs should be considered.The corresponding policy incentives should meet the purchase demand of consumers and the growth of the current NEV industry.Understanding the current and upcoming policies related to NEVs,based on consumer responses to the relevant policies,is of great significance for the formulation of the policy mix.Based on rational behavior theory,planned behavior theory and technology receiver model theory,a model framework is constructed to examine the policy portfolios(i.e.,production policy,purchase/use policy and recycling policy)from the perspective of the product life cycle.By influencing consumers perceived usefulness(financial benefits and esteem needs)and perceived ease of use(NEV performance and infrastructure),the policy can be analyzed.And that eventually feeds through to consumptions willingness to buy.The test results confirm that financial benefits,esteem needs,NEV performance and infrastructure are important influencing factors for consumers to make purchase decisions,and reveal the mechanism of policy incentives in the product life cycle on consumers perceived usefulness and perceived ease of use.Second,from the perspective of media richness,it explores the influence of perceived value of NEVs functional attribut es on consumers adoption intention.Different from traditional fuel vehicles,NEVs are an environmentally friendly innovation with unique functional attributes such as in-flight software upgrade,selfdriving and car networking.Based on the theory of media richness,this dissertation discusses the influence of media richness on consumers willingness to adopt NEVs through consumers perception of two functional attributes,namely electrification function and intelligent function,and evaluates the moderating effects of brand familiarity and locus of control.The empirical results show that consumers perception of one electrification functional attribute(charging efficiency)and two intelligent functional attributes(car networking and self-driving)is crucial in determining their willingness to adopt new energy vehicles,while the other electrification functional attribute(driving range)is not significant.In addition,lowrichness,medium-richness and high-richness media have a significant impact on consumers per ception of NEV attributes.Compared with high-richness media,medium richness media has greater correlation with the functional attributes of the two types of NEVs.In terms of moderating effect,consumers familiarity with NEV brands may weaken the relationship between the three types media and adoption intention.The grouping test of individuals with internal locus of control and external locus of control further reveals that low and medium richness media can effectively stimulate individuals with external locus of control to adopt NEVs,but it is difficult to influence individuals internal locus of control.However,the effect of highrichness media on individuals with external locus of control was weakened.Third,from the perspective of consumers at tention to the subsidy policy of NEVs.There are many factors affecting the sales of NEVs,but ultimately the decisive role is the attitude of consumers themselves.The representative Baidu Search Index of "new energy vehicle subsidy policy" is selected as the variable of consumer attention,and then the influences of government incentives,vehicle energy economy,new energy vehicle score,vehicle launch time,vehicle price,charging time,driving range and oil price are analyzed.The seasonal,year and NEV enterprises are taken as the control variables for regression analysis.The results show that the Baidu Index of "new energy vehicle subsidy policy",government incentives and vehicle energy economy all have significant positive effects on the sales volume of NEVs to a varying degrees,while the vehicle price,charging time and vehicle launch time have significant negative effects on the sales volume.Further analysis shows that the higher the score of NEVs,the lower the effect of attention.Therefore,the research verifies that consumer attention represented by Baidu Index is an important factor affecting the sales of NEVs.