Research On Consumer Purchasing Willingness Of Tesla Cars Based On Customer Perception

With the continuous improvement of China’s economic development level,people’s living standards have also been greatly improved,more and more people need to solve their travel needs,choose to join the ranks of car owners.With the increase of the number of cars,the problems are becoming more and more obvious,among which the main problems are:environmental problems and energy problems.Automobile exhaust emissions will not only produce a large amount of carbon dioxide,causing greenhouse effect and global warming,but also lead to environmental pollution.Ordinary fuel-powered vehicles consume a large amount of oil resources,which brings great pressure to the global oil supply.In this situation,new energy vehicles emerge as The Times require,because the use of electric energy this clean energy,not only energy saving and environmental protection,soon became the hot spot of the automotive industry.As a pioneer in the global new energy vehicle industry,tesla redefined the development direction of future vehicles,creating a blue sea in the automotive field where the major players have already fully competed.It is an important research question for tesla motors and tesla company to study the purchase intention of customers in the new energy vehicle market.At present most of the literature mainly from the macro level,marketing and technical study of tesla motors,a lot of research is concentrated in China support subsidy for electric vehicle industry and enterprise of electric vehicle technology innovation of science and technology,etc.,have relationship with customer perceived value of mathematical empirical research is scarce.Therefore,this article having a unique style of the building model of customer perceived value,the automotive performance,appearance,safe,comfortable and supporting services,cost advantage as independent variables,as well as can influence factors of customer perceived value and customer perceived value as the intermediate variable affecting purchase intention,study enriches the theory of customer perceived value related,and the thinking about how to make the tesla manufacturers to improve product value from the perspective of consumers has important guiding significance.In this article about customer perceived value and purchase intention,on the basis of related research,combined with the research background and the problem,determine the research content,and USES the literature study,investigation and study,the number of statistical analysis and other research methods,analyzes the automotive performance,appearance,safe and comfortable,cost advantage and supporting services to customer perceived value and customer perceived value impact on purchase intention.The results show that:(1)vehicle performance,safety and comfort,cost advantage and supporting services have a significant impact on customer perceived value;(2)vehicle appearance has a small impact on customer perceived value;(3)customer perceived value has a significant impact on purchase intention;the higher the perceived value,the stronger the purchase intention.