Research On Consumers’ Willingness In The Development Of New Energy Vehicle Market

In recent years,the rapid development of China’s auto industry,the continued increase in car ownership,followed by increasingly serious environmental problems.The high energy consumption of traditional automobiles and the serious pollution problems have become the problems that need to be tackled in the future.New energy vehicles have become the breakthrough point for solving these problems.However,at present,the new energy vehicle market is facing a difficult position in actual development.To solve this dilemma,it is necessary to further analyze the factors that affect consumers’ willingness to purchase new energy vehicles,thereby promoting the sound development of the new energy vehicle market.In this paper,the purchase intention of new energy vehicles and its influencing factors are taken as the research object.Based on the theories of acceptance and use of integrated technologies and the theory of degree of involvement,the paper constructs the model of consumers’ willingness to buy new energy vehicles and puts forward relevant hypotheses.Taking performance expectation,expectation,community influence,morning run factor and situational factor as independent variables,the involvement degree as mediating variable.260 valid questionnaires collected were analyzed by using SPSS 22.0 software and AMOS 17.0 software to test the research model and assumptions,and the following main conclusions were obtained:(1)Expectation,community influence,scenario factors,involved The degree has a significant impact on consumers ’willingness to buy,of which scenario factors have the greatest impact on consumers’ willingness to buy;(2)Performance expectations,product factors and scenario factors have a significant impact on the degree of involvement,the degree of involvement of the performance expectations and use Willingness to produce a complete intermediary role of product factors and the intention to use a complete intermediary role,the use of situational factors and the intention to use part of the intermediary role.Finally,this study put forward marketing suggestions to the government and new energy automobile enterprises,hoping to provide some theoretical and practical basis for the future development of China’s new energy vehicle market.