Research On Beijing Consumers’ New Energy Vehicles Purchase Intention Factors

The policy of refonning and opening has implemented in China for nearly 40 years, with the increasing people’s income level, the private car demand continues to grow, energy shortages, environmental damage problems are becoming more and more highlighted. Especially urban smog problem become more and more serious in recent years, people pay more and more attention to the environment. In the face of the deteriorating air and global warming problems, to develop new energy vehicle become the consensus of all countries. The promotion of new energy vehicles can protect our environment. But in the real consumer market, new energy vehicles have not been widely recognized by consumers. Capital markets are willing to invest in new energy vehicles, manufacturers are keen to promote new energy vehicles, but consumer enthusiasm is not high.We studied the influence factors on consumer purchase intention of new energy vehicles in this paper. Summarized the existing new energy vehicles research, integrated marketing, consumer behavior theory, sociology, psychology and other subjects, we studied the factors that affect consumers" new energy vehicles purchase intention. The questionnaire is based on the classic study scale, combined with real consumer demand of new energy vehicles. Questionnaire using the Internet and paper questionnaires, finally got 406 questionnaires. Research using SPSS and AMOS software. Build the Beijing consumers’purchase intention of new energy vehicles model. Finally get the following conclusion:Factors that influence consumer purchase intention include:psychological factors, the perceived value factors and the external situation. Research also confirmed that feature different people have different attitude and willingness towards new energy vehicles. According to the results, we gave helpful measures to the government and enterprises. Hope they can adopt these suggestions and increase consumers’purchase intention of new energy vehicles. Looking forward to the environment can be improved, social can be sustainable developed.