Research On The Influence Of New Energy Vehicle Purchase Intention Based On Consumer Perceived Value Factors

With the rapid development of China’s automobile industry and the continuous increase of car ownership,the problems of environmental pollution and imbalance of energy supply and demand have become increasingly prominent.According to the domestic air quality situation,in 2018,more than 70% of the cities above prefecture level still failed to meet the air quality standards,which affected the daily life of residents and the normal production of enterprises.New energy vehicle is one of the strategic emerging industries in China.Compared with the traditional oil energy consuming vehicles,new energy vehicles rely on clean and environmental protection energy,which has the advantages of low pollution and low energy consumption.It not only effectively relieves the pressure of ecological environment,but also reduces the dependence of China on non renewable energy.Thanks to the continuous progress of product technology and the strong support of national policies,the development speed of China’s new energy automobile industry is growing faster and faster in recent years.However,the current situation of new energy vehicle consumption market is not optimistic.With the implementation of the national "double points" policy and the trend of "recession" in subsidy policy,Chinese consumers are lack of enthusiasm and power for new energy vehicles,and have no deep understanding of the product itself.Therefore,how to stimulate consumers’ demand for new energy vehicles,and what are the factors that cause consumers’ willingness to buy,these issues deserve in-depth study.In this paper,consumer perceived value as a starting point to study the impact of consumer perceived value factors on the purchase intention of new energy vehicles,has important research significance and value.In this paper,three levels of specific exploration and put forward the corresponding assumptions.The first level: To explore the main effect of consumer perceived value on the purchase intention of new energy vehicles;the second level: to take consumer’s trust in new energy vehicles as an intermediary variable,and explore whether product trust plays an intermediary role between perceived value and purchase intention;the third level: to take consumer innovation as a regulating variable,and explore whether consumer innovation is perceived Knowledge value and willingness to buy play a regulatory role.In the part of empirical investigation,the data processing software spss21.0 and amos22.0 were used to analyze 380 valid questionnaires collected,and the research models and hypotheses were tested.The final conclusions were as follows:(1)there were positive effects among perceived value,use value,price value,feeling value,social value and purchase intention,including use value and price The effect of lattice value is more significant;(2)product trust has a part of intermediary effect between consumer perceived value and purchase intention of new energy vehicles;(3)consumer innovation has a positive regulatory effect between perceived value and purchase intention,the higher the degree of consumer innovation,the higher the purchase intention.Finally,combined with the conclusions of this study,the paper puts forward management suggestions,and summarizes countermeasures from the government and new energy vehicle manufacturing enterprises.First,the government should strengthen environmental protection publicity and infrastructure construction,improve the relevant national standards of new energy vehicle industry,and promote the steady development of China’s new energy vehicle industry;second,the enterprise level should focus on the core technology of new energy vehicle,realize technological innovation and industrial upgrading,and improve product quality;at the same time,take consumer demand as the starting point to find a precise market Positioning,carry out a complete strategic layout,and make the new energy vehicle industry bigger and stronger.