An Empirical Research On The Consumer's Purchase Intention Of New Energy Vehicles Based On Perceived Risk And Involvement

Energy consumption by the vehicles leads to the excessive greenhouse gases' emission and environment pollution, and also aggravates the pressure on global oil supply. The new energy vehicles, energy-saving and environmental-friendly, are undoubtedly a trend of automotive industry in future development. Efficient diffusion in the market of the new energy vehicles largely depends on consumer's acceptance behavior, so it is empirically significative to government and companies making policies and strategies that we carry out a research on factors influencing consumers' purchase intention to new energy vehicles.This paper proposes the consumer's purchase intention to new energy vehicles model and relative hypotheses from the respective of perceived risk and involvement. Additionally, it also carries out a research on the influence of demographic variables on the perceived risk, involvement and purchase intention. To solve the above problems, this paper carries out investigations on more than 200 consumers in several cities in China, adopts the software of SPSS and AMOS 17.0 to do data analysis and tests the research model and hypotheses. The conclusion is mainly showed as follows:1. Consumers'perceived risk has negative influence on consumers'purchase intention towards the new energy vehicles. And, the influence of financial risk, physical risk and performance risk are significant, and the influence of time risk and social psychological risk are relative small.2. Consumers'involvement level has positive influence on consumers'purchase intention towards the new energy vehicles. And, product knowledge and product symbol have positive influence on consumers' involvement level.3. Demographic variables have partially influence on the perceived risk, involvement and purchase intention.Finally, the paper puts forward some suggestions which are valuable to the government and car companies engaging in the marketing work of new energy vehicles, trying to provide a theoretical and empirical foundation for further development of Chinese new energy vehicles industry.