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

The earth's ecological environment deterioration and destruction of natural resources has attracted worldwide attention, "Energy saving and emission reduction" of Automotive Industry's pressure continues to increase. Therefore, the new energy vehicles gradually replace the traditional car will become the inevitable trend of the development of the automotive industry. Over the past few years, China's new energy automotive industry has developed rapidly. And the next 10 years is the opportunity of the transformation of China's transportation energy system. The development of new energy vehicles has the potential to change the passive situation of China in the field of traditional automotive field. It also can improve the international status of China's automobile brand, and achieve the independent development of the automobile brand. In this paper, the perceived risk is divided into financial risk, functional risk, physical risk, time risk and psychosocial risk five categories, using the Likert scale form to measure the relationship between each type of risk perception and purchase intent. And also joining the demographic characteristic variables, including gender, age, income and level of education, Because there is a big difference in different characteristics of the population when they face risk sensitivity.As a new automotive products, new energy automobile market has just started, There are many factors influence the purchase intention. This article will use perceived risk as a point of view to study the consumer purchase intention of new energy vehicles. At the same time adding the demographic characteristics of factors to have a relationship between perceived risk and consumer purchase intention in-depth study. Through the empirical Analysis, the results showed that each type of risk perception and purchase intent showed a significant negative correlation. It means the higher the risk, the lower the purchase intent and the relationship between total risk and purchase intent is a negative correlation. In addition, the empirical results show that not only demographic characteristic variables directly affect the willingness to buy, And while they play a role in the relationship between risk and willingness to buy. The role is regulation, and this regulation in accordance with different demographics.Finally, according to the status of new energy vehicles and conclusions of this study results, we proposed management revelation. And applying 4P marketing theory from four aspects of the product, price, place and promotion for the proposed focus on new energy automotive product quality, reduce the purchase and use of new energy vehicles cost using network marketing, developing credit business cars, using promotional and event marketing public relations and other marketing strategies to reduce the perceived risk of consumers and enhance their purchase intention. Aimed at promoting the development of China's new energy auto market.