Study On The Influencing Factors On Customers’ Purchase Behavior For The Now Energy Passenger Vehicles

In recent years,vehicle ownership has continued to increase,and the disadvantages of traditional fuel-fueled vehicles have become increasingly prominent.Because of the environmental pollution,the Chinese government has successively promulgated policies to advocate the concept of green consumption and develop new energy vehicles.The automotive industry is already in a strategic transformation stage.As one of the types of new energy vehicles,new energy passenger vehicles have become important products for car companies to focus on research and innovation,and have also attracted customers’ attention.However,it’s also very difficult to promote the new energy passenger vehicles.Therefore,customers’ purchase behavior of new energy passenger vehicles has become a common concern of academics and car companies.This paper takes·the influencing factors on customers’ purchase behavior as research objects.Based on three theories,we can divide these factors into three dimensions:perceived benefits,social norms and perceptual behavior control.Five independent variables perceived material benefits,perceived spiritual benefits,main social relationship norms,business and government norms,perceived behavior control may have effect on dependent variable purchase behavior through mediation variable purchase intention.This study collected 529 valid data to do more analysis.The results show that the five factors will have different effects on the purchase behavior of new energy passenger vehicle customers.Perceived material benefits,perceived spiritual benefits,major social relationship norms,merchant and government norms,and perceived behavior control all have a significant impact on purchase behavior,but different factors have different paths of action.Some advice has been put forward to help new energy passenger vehicle companies understand the customers’ purchase behavior to promote their products.We would like to make some efforts to popularize the new energy passenger vehicles,and ultimately promote the development of the new energy automotive industry.