Researches On Influencing Factors Of New Energy Vehicle Consumers’ Purchasing Decisions

Recently, technology innovations, environmental pressure and consumers’high pursuits drive the rapid development of new energy vehicles. On the other hand, the continuously rising oil price and the increasingly enhanced environmental awareness make Chinese consumers be more passionate about new energy vehicles. Under the excellent development situations, many great automobile enterprises invest significant resources in new energy vehicles, and take it as one of their key strategies. But Chinese new energy vehicle market is still in its infancy. Only a few new energy automobile products will be appreciated by customers. Compared with the traditional vehicles, they still enjoy a quite small market. To a great extent, the development of the new energy vehicle market is quite dependent on the policy support. In this context, whether consumers will determine to purchase a new energy vehicle from a new energy automobile enterprise, what factors will lead them to make purchase decisions, as well as which directions and what priorities should the market strategy development heads toward and focuses on, are all essential to research on.This thesis first reviews the related overseas and domestic researches on new energy vehicle market, and then combs the related theories of consumers’purchase behaviors. It explores major influencing factors of consumers’purchasing decisions from two aspects:internal factors (consumers themselves), and external factors. Therefore, this thesis raises some corresponding research hypotheses. Meanwhile, allowing for the possible correlation among multiple influencing factors, this thesis puts forward to another six hypotheses.Later, according to the research hypotheses and existing research results, this thesis constructs the influencing factors model of consumers’decision-making behaviors of purchasing new energy automobiles.Then, for the sake of researches, it is necessary to design the questionnaires. And with the help of them, this thesis collects the primary data, and carries out empirical studies in five steps, based on data processing and analyses:step one, describing the basic information of interviewees, and analyzing the data reliability and validity; step two, using SPSS software to conduct factor analyses on the data, and then figuring out six major influencing factors of new energy vehicle consumers’purchasing decisions; step three, utilizing AMOS software to make correlation analyses on influencing factors; step four, deeply analyzing the consumers’decision-making behaviors of purchasing new energy automobiles and validating the influencing factors model, with the help of structural equation; step five, perfecting the model on this basis.Finally, according to empirical results of consumer purchasing decisions’ influencing factors, this thesis draws a conclusion that psychological factors, consumer experience and government factors play more significant roles in consumers’ purchasing decisions. Therefore, in accordance with the research results, this thesis puts forward to some corresponding decision-making suggestions for the market development of new energy vehicles, from the aspect of the enterprise, government and consumer respectively.