Research On Influencing Factors Of Consumers’ Willingness To Purchase New Energy Vehicles In Kunming

With the rapid development of our country’s economy and society,the problem of environmental pollution has become increasingly prominent.Among these,vehicle emissions have become one of the main sources of pollutants.Based on this,the government has issued a number of policies to guide consumers to choose green commuting and purchase new energy vehicles.However,relevant data shows that compared with traditional automobiles,the ownership of new energy vehicles remains low,and consumers’ enthusiasm for purchasing new energy vehicles is still insufficient..Based on the influencing factors model of value orientation on purchase intention of new energy vehicles,this paper empirically studies the influence of value orientation and green self-identity on purchase intention of new energy vehicles by taking consumers or potential consumers of new energy vehicles in Kunming as subjects.Using questionnaires to obtain first-hand data,a total of 413 electronic questionnaires are collected.The data are analyzed through the software of SPSS 22.0,AMOS 17.0,and PROCESS.Based on this,regression analysis and intermediary analysis are carried out.The results shows:(1)The four dimensions of values(namely self-transcendence,self-enhancement,openness and reform and protection)have an impact on green self-identity,which in turn affects the purchase intention of new energy vehicles directly or indirectly through ecological concern and moral obligation.(2)Consumers whose values are inclined to self-transcendence and self-enhancement are more likely to express green self-identity as,the purchase intention of new energy vehicles directly,and few of them affect purchase intentions through environmental concern.(3)Consumers whose values are inclined to openness and reform are willing to express their purchase intention directly through green self-identity.(4)Consumers whose values tend to be conservative are willing to think about the moral obligations of purchase to express their willingness to buy.In addition,the study shows people with different characteristics have different dimensions of values and there are differences in the intention to purchase new energy vehicles.Based on the perspective of new energy vehicles enterprises,this paper proposes countermeasures and suggestions to boost its product development and market expansion,aiming to provide decision-making reference for the positioning of new energy vehicles and the formulation of marketing strategies.