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

After many years of technology development,market penetration,policy support and promotion of new energy automobile market is growing up gradually.However,at present,this market is still faced with the awkward situation of many consumers holding wait-and-see status.Therefore,it is necessary for us to have a deep understanding of Chinese consumers’ willingness to buy new energy vehicles and the key factors influencing this willingness,so as to provide decision reference for the improvement of performance of the new energy vehicle market.Also enriched the new energy automobile consumers purchase intention of the research,and provide lessons for follow-up studies of real data,making a higher level to other researchers in this field of research topic.In the past,most scholars have studied consumers’ purchase intention and their acceptance of new things and environmental protection products from the perspectives of planned behavior theory,green consumption concept,technology acceptance model and protection motivation theory.Does not take into account self-efficacy on the influence factor of the direct regulation,nor did the empirical analysis on the key factors.Based on a large number of literature surveys and analysis,this paper selects subjective norms and perceived risks,two key factors that affect consumers’ purchase intention,as independent variables,and takes purchase intention as dependent variable,and introduces the moderating variable of self-efficacy.From an empirical perspective,this paper analyzes the influences of subjective norms and perceived risks on consumers’ purchase intention of new energy vehicles,and analyzes the moderating effect and mechanism of self-efficacy in the process of their influence on purchase intention.According to the research,purchase intention is significantly correlated with subjective norm,perceived risk and self-efficacy.Subjective norms,self-efficacy can intention of consumers to purchase new energy vehicles produce positive influence,and perceived risk to consumers purchase intention of new energy vehicles have a negative impact,the impact strength order from strong to weak is: subjective norms,self-efficacy,perceived risk.Self-efficacy in the process of subjective norms influence on purchase intention has positive adjustment function,the influence of perceived risk on purchase intention as a negative in the process of adjustment.