Study On The Factors Of Consumers'Willingness To Buy An Electric Car

Consumption of electric vehicles is the trend. Conventional vehicles used oil as power support, which can generate emissions, polluting the environment. Different from conventional vehicles, electric vehicles rely on electric power, which will not produce any pollution, being very useful to the environmental protection. Oil resources are finite non-renewable resources, as conventional vehicles use the petroleum as power source, it should face the problem of energy depletion. Electric vehicles use batteries as its power source, which rely on natural gas, hydro, solar energy and other renewable energy, all of them can be recycled. Promoting the use of electric vehicles can effectively reduce carbon emissions, protecting the environment. At present, China's main approach to promote the electric car is that government subsidize the purchase of the electric vehicles. This can promote the sale of electric vehicles for a short time, however, it will helpless when it comes to balance the supply and demand of the electric vehicles market. In order to promote the electric vehicle market further, this article hops to starting from the purchase intention of household electric vehicles, then building a model of the behavioral tendencies, through empirical analysis, explore the demand of consumer to electric vehicles.Purchase intention is a mental activity of consumer, the probability of a purchase behavior. The relationship between purchase intention and purchase behavior has been acknowledged by most scholars. Generally speaking, scholars used purchase intention to predict whether consumer will actually let the purchase behavior happen. Theory of Planned Behavior tendencies there are a few factors that affect the purchase behavior:attitude, norms and perceived behavioral control. Attitude is divided into emotional and congnitive attitude. As well as norms and perceived behavioral control. This paper add moral obligation and self-identity into the model base the the theory of planned behavior, and it will discuss the impact of each factor that affect the consumers' willingness to buy a electric car.This study will first describe the notion of purchase intention and the basic principles of the Theory of Planned Behavior. Then base on relevant study and previous research, I will introduce a model that combined purchase intention and the Theory of Planned Behavior together. Further more, based on relevant theory, the questionnaire will be designed, then through the reliability testing, validity testing, correlation analysis, regression analysis and ANOVA research, the model and hypotheses can be proved, and the conclusions will be drew. At last, given to the object of this study, the purpose and the background of the research the management inspiration of the study can be drew. The study limitation and future prospect will be discussed as well.Through272consumers questionnaires, the main finding of this study are as follows:(1)The purchase intention of an electric car are affected by five factors:attitude, norms, perceived behavioral control, moral obligation and self-identity.(2)The attitude shows a significant positive impact on purchase intention.(3)The norm shows a significant positive impact on purchase intention.(4)Perceived behavioral control shows a significant positive impact on purchase intention.(5)Moral obligation shows a significant positive impact on purchase intention.(6)Self-identity shows a significant positive impact on purchase intention.(7)Of all the factors that affect the purchase intention, the effect of the attitude is the most significant. This is because purchase intention can be mainly influenced by subjective preferences. Followed by perceived behavioral control, due to the facility factors; and the subjective norm has the mimimal influence.(8)Through the ANOVA analysis, the purchase intention shows significant difference between different age, monthly family income and the work industry.