Study On The Consumption Behavior Of Domestic New Energy Vehicle Based On SEM

Transportation,energy and environment are the most important challenges facing the world in the 21 st century.This situation is particularly serious in China.New energy vehicles are not only energy saving but also environmental friendly.Therefore,the development and promotion of new energy vehicles meet the requirements of building a conservation-oriented society and an environment-friendly society in China.In the future,energy saving and emission reduction in the field of transportation mainly depends on the development of new energy vehicles.In the process of the development of new energy vehicles,there are many problems,not only depend on the production enterprises,research and development institutions,government support policies,but also rely on consumers' understanding of new energy vehicles;The market diffusion of new energy vehicles is a long and complicated process.Based on the structural equation model,this paper discusses the purchase behavior of domestic new energy vehicles in Shanghai.On the basis of explaining the relevant theoretical knowledge of new energy vehicles and consumer purchase behavior,the consumption situation of new energy vehicles in China is analyzed firstly,and the existing problems are pointed out.The target market for new energy vehicles is indefinite;Group consumption is prominent,individual consumption is low;Supporting facilities are not complete and uneven;Vendor's guidance price is overpriced;Independent core technology is limited.Then through the hypothesis,build a model,issue questionnaires,empirical analysis of Shanghai's new energy vehicle consumer purchase behavior,pointing out its influencing factors.Based on the theory background of behavior,this paper uses statistical factor analysis and SEM(Structural Equation Modeling)to construct the model.A structural equation model for influencing factors of potential purchasing population of new energy vehicle in Shanghai.It reveals the preference of residents to buy new energy vehicles and the related latent variables.The relevant latent factors that affect their behavior are "behavior attitude","product cognition" "automobile enterprise image "moral demonstration" "direct subsidies".The "behavioral outcome" of domestic new energy vehicle is influenced by behavioral attitudes,and the "behavioral attitude" is influenced by "moral demonstration","direct subsidies" and "product cognition"."Public opinion guidance" directly determines the "moral demonstration","automobile enterprise image" determines the "product cognition".The results of this study have certain guiding significance in the following aspects: the brand image maintenance of automobile enterprises;the content and strategy of public opinion guidance;the choice of target customer groups and marketing strategy;the direction and characteristics of vehicle innovation;battery related technology research and development.Finally,the paper puts forward the countermeasures to promote the development of new energy vehicles in China,including: establishing a good corporate image;actively guiding by public opinion;defining the target customer groups;determining the direction of vehicle innovation;accelerating the batteries related technical difficulties.