An Empirical Study On Influencing Factors Of Electric Vehicle Purchase Intention

As the market for traditional fuel vehicles continues to increase,the problems of energy supply and demand and environmental pollution have become more prominent.The problems of large energy consumption and serious pollution of traditional vehicles need to be improved.Electric vehicles with energy-saving and environmental protection features are not only a breakthrough for solving these series of problems,but also a key to the structural transformation of the automobile industry.In response,the Chinese government has issued a series of policies to guide consumers to purchase and use electric vehicles.Driven by the government,the promotion and use of electric vehicles has achieved some results,but compared with traditional fuel vehicles,the market sales ratio is still very low,and the market still has a lot of room for growth and expansion.This paper takes consumers' willingness to purchase electric vehicles in first-tier cities as the research object,reviews domestic and foreign literatures,reviews and summarizes classic theories on consumer behavior,and summarizes the possible The seven major variables influencing the willingness to buy cars are to establish a comprehensive theoretical model of the factors that influence the willingness to buy electric cars.Through online and offline questionnaire surveys,782 questionnaire data were obtained from the four first-tier cities of Beijing,Shanghai,Guangzhou,and Shenzhen.Descriptive statistical analysis,reliability and validity analysis,and structural equation modeling were performed on the data using multivariate statistical analysis software.Path analysis and multi-group analysis.The research results show that:(1)In this survey,consumers' awareness of electric vehicles reached 87.09%,but the purchase rate was only 10.10%;among the type selection,pure electric vehicles accounted for the highest proportion,reaching 47.19%;Among the acceptable prices,160,000-200,000 electric vehicles have the highest acceptance rate,accounting for33.12%.(2)Among consumer factors,the degree of influence: attitude>perceived behavior control>subjective norm>personal ethics.In addition,environmental responsibility awareness does not directly affect purchase intentions,but indirectlyinfluences consumers' purchase intentions by influencing attitudes,subjective norms,perceived behavioral control,and personal ethics.Among the situational factors,the degree of influence: product perception> government incentive policies,which shows that consumers are more rational,and consumers at this stage pay more attention to the performance of electric vehicles compared with the previous reliance on policies.Specific to various indicators,endurance is the most concerned.Among government incentive policies,policy privileges and infrastructure construction are the most concerned,which shows that in the context of first-tier cities,non-monetary incentives may be more effective than monetary incentives.(3)Different consumer groups perform differently on the path of purchase intention.(4)Confirm the applicability of planned behavior theory and "attitude-situation-behavior" theory in the field of electric vehicle purchase intention research from the perspective of pro-environmental behavior,and after adding situational factor variables,the model's explanatory strength reached 56%.Based on the above conclusions,based on the concept of precision marketing,this article puts forward relevant suggestions to enhance consumers' purchase intention from three angles of influencing consumer psychology,improving situational factors and promotion plan design.