The Research About The Relationship Between Product Perceived Quality And Consumer Purchase Intention Of Energy-saving And New Energy Vehicles

In face of the overcapacity crisis, revolution of the notion of low-carbon life style, coming into effect of environmental tax, Energy-saving and new energy vehicles have undoubtedly become the hot topics in the vehicle industry. In recent years, in response to the shortage of oil resources and environmental pressures, the governments of the USA, Japan and EU together with the world famous automobile companies have invested heavily in the research and development of Energy-saving and new energy vehicles as to improve the industrial competitiveness and maintain economic and social sustainable development. They are now planning to speed up the process of industrialization and commercialization.This paper regards the consumers of Energy-saving and new energy vehicles in China as the research objects, exploring the relationship of product perceived quality, civic environmental awareness, government policy and consumer purchase intention. Firstly, based on the theoretical research, this paper constructs a purchase factor model for Energy-saving and new energy vehicles. Then starting from the evidence, the use of SPSS 16.0 statistical software for survey data analysis, we get the following conclusions:(1) Product perceived quality of Energy-saving and new energy vehicles include three factors:product intrinsic quality, external quality and service quality. (2) These factors positively and significantly influence the consumer purchase intention. (3) Consumer purchase intention was significantly different as the different demographic variables. (4) Civic environmental awareness is the moderating effect on the relationship of product intrinsic quality, external quality and purchase intention. Government policy is the moderating effect on the relationship of product intrinsic quality, external quality, service quality and consumer purchase intention.This paper explores the purchase factors of energy-saving and new energy vehicles and the difficulties of development to help the government analyze how to create an environment conducive to sales, maximizing the market value; it also help enterprises understand the incentives of customer behavior to promote our understanding for the purchase of Energy-saving and new energy vehicles.