Research On The Influencing Factors Of Shanghai Consumers’ Purchase Intention For New Energy Vehicles

With the car parc of traditional fossil fuels-powered car increasing,issues about energy and environment protection is becoming more and more severe.Chinese government in the 13^th Five-Year Plane cleanly outlined the blueprint that new energy vehicles must be popularized.Shanghai,as China’s first pilot zone to popularize new energy vehicles,has made great progress in making new energy vehicles popularized.A research about‘China Consumers’purchase intention to buy new energy vehicles in 2018’showed that many consumers in Shanghai are hesitating to buy new energy vehicles.This paper,taking consumers in Shanghai as studding object,pays much attention on factors of Shanghai consumers’purchase intention for new energy vehicles,and aims to boost Shanghai consumers’desires.These suggestions provide the basis for Shanghai government departments to formulate public policies for consumers to buy new energy vehicles.This paper,based on Buying Desire-Related Theories,adopting the Model of Consumer Sense Value Theory and combing with reality of new energy vehicles selling in Shanghai,structures a model of factors affecting consumers’desires to buy new energy vehicles in Shanghai and designs questionnaires.Questionnaires include two ways:online and with papers.The network survey was distributed in the form of Wechat Questionnaire Star and Questionnaires with Papers is filled out by the potential consumers at 4S station.Researchers in total get 421 effective questionnaires back,collecting and clarifying data.Then investigators use SPSS software for statistical analysis.The study showed that factors including cars itself and policies have positive impact on consumers buying new energy vehicles.Among the product factors,the influencing factors of Shanghai consumers’purchase intention ranking high to low are battery mileage,pre-sale and after-sale service,battery life,safety factor,automobile style,charging time,automobile brand and power.The battery mileage is the most important affecting factor.Policies factors affecting Shanghai consumers’purchase intention are license plate policy,price policy,supporting facilities,environmental protection polices,and the license plate policy is the focus concerning the consumers.According to the results of the survey,the paper puts forward suggestions to improve consumers’purchase intention from the perspectives of the government and enterprises.The government should pay attention to the research of core technology and guide consumer demand with policies,upgrade basic supporting facilities,improve the effeteness of utilization of supporting facilities,and make the youth play a key role in this process.And enterprises should improve the effeteness of utilization of battery echelon,increase premium rate of new energy vehicles,pay attention to the experience of pre-sale driving test and the guidance of green integral after-sale,and implement feature selective marketing model.Both government and enterprise work together,and they can boost the consumers’desires to buy new energy vehicles and booster new ways of consuming.The proposal has been confirmed by relevant experts and scholars,indicating that the proposal has good feasibility and can bring certain economic and social benefits in the future promotion process.At the present stage,efforts are being made to contact with government departments and related enterprises.We can offer advices and prepare to submit targeted implementation plans by using the information special report approach of colleges and universities.The implementation plans are being actively planned and improved.