Research On The Consumers' Preference And Influencing Factors For Purchasing Battery Electric Vehicle Under Different Business Models

The development of new energy vehicles is an effective way to get rid of the dependence of oil on foreign countries,realize energy security and sustain the development of transportation.As a strategic emerging industry,new energy vehicles have been strongly supported by the government in recent years and have developed rapidly.However,with the decline of subsidies and the implementation of the double integral policy,the disadvantages of the new energy vehicle industry,such as strong policy dependence and low market autonomy,began to appear,as well as imbalance between supply and market demand became increasingly prominent.In addition,in the process of large-scale production,the technical bottlenecks of key components such as batteries,motors,and electronic controls have also begun to highlight.As a product with the core concept of "energy saving and emission reduction",battery electric vehicles still have a low adoption rate in the market.In the short-term,it is impossible to achieve a major breakthrough in technology,through the business model to achieve complementary advantages,to circumvent the unresolved problems in the policy and technology areas,is a shortcut to accelerate the entry of battery electric vehicles into the private consumer market.According to this,we based on the private consumer market,takes the business model as the breakthrough point,considering the personal attribute characteristics and psychological perception of consumers,set up eight scenarios according to the vehicle attributes and business model.Besides,combined with declarative preference survey and orthogonal experiment design,we conducted discrete choice experiments to analyze consumer preferences.Using the data of 492 questionnaires,based on the theory of planning behavior,consumer decision-making and stochastic utility,this paper constructs the multi index and multi causal model,mixed choice model and potential category model to explore the influencing factors of consumers' cognition of battery electric vehicles and their attitude towards the leasing mode,comparing and analyzing the preferences and significant influencing factors before and after the introduction of leasing mode.The results show that:(1)through the establishment of a multi index and multi causal model,we can find that psychological variables have a positive impact on behavioral intention,and the order of the impact degree is behavioral attitude,behavioral habits,cognitive and technical confidence,perceived behavioral control,and subjective norms.(2)through the building of mixed selection model,we can find that the consumers gender,education level and car purchase budget will have a significant impact on the choice preference.While the car purchase budget will have a significant impact after the introduction of leasing mode;In the dimension of vehicle attribute characteristics,price and fueling time have the greatest influence on consumers' choice preference,the endurance mileage have significant influence on consumers' choice preference before the introduction of leasing mode while the fuel cost have significant influence after the introduction of leasing mode.In the dimension of psychological potential variables,consumers who are familiar with battery electric vehicles and have a positive attitude towards the leasing mode are more likely to rent battery electric vehicles.(3)Through latent class model,we can see that gender,age,education level,family car ownership,car purchase budget and perception attitude all affect consumers'preference for vehicle attributes,and in different business models,the sensitivity of each category is different.Based on the results,some suggestions are given as follows:(1)pay attention to the cultivation of consumer behavior attitude and habits;(2)focus on the optimization of vehicle cost and charging time;(3)formulate differentiated service plan according to the characteristics of consumers under different business models;(4)transfer the focus of subsidies from purchase to charging infrastructure construction;(5)focus on the development of female consumer market.The thesis has 19 figures,33 tables,and 86 references.