Research On The Impact Of Consumer Perception On Purchasing Intention Of New Energy Vehicles: Considering The Moderating Effect Of Self-efficacy And Government Support

With the rapid development of China’s economy,people’s material life in all aspects has been greatly improved.In contrast,the problems of energy consumption and environmental pollution are becoming more and more prominent.Social development cannot leave consumption,and sustainable development cannot leave green consumption.Individual consumption habits are closely related to the quality of the ecological environment.As a resource-saving and environment-friendly emerging product,new energy vehicles have the advantages of low energy consumption and light pollution.They are an important representative of green products.However,at present,new energy vehicles are not very active in China’s consumer market,and consumers’ enthusiasm for buying new energy vehicles is not strong.Therefore,what is the internal demand of consumers for new energy vehicles and how to stimulate consumers’ purchasing power are worthy of in-depth study.Relevant research shows that when consumers consider buying a product,the perceived gain and perceived loss of the product exist at the same time,which together determine consumers’ purchase intention.This paper systematically combs the research status at home and abroad.From the perspective of consumer perception,based on technology acceptance theory,value acceptance theory,purchase decision theory and other theories,this paper constructs the basic model of this study,subdivides the levels of perceived gain and loss,and studies the impact of perceived usefulness,perceived entertainment,perceived cost,perceived risk and perceived value on the purchase intention of new energy vehicles,And introduce self-efficacy and government support as regulatory variables to explore the impact of these factors on consumers’ purchase intention of new energy vehicles.Statistical analysis software was used to analyze the data of the questionnaire.The main research conclusions are as follows:(1)The measurement of consumers’ perceived value of purchasing new energy vehicles can be divided into perceived gain and perceived loss according to individual feelings and value evaluation.These two categories can be classified in more detail.Among them,perceived usefulness and perceived entertainment,perceived cost and perceived risk can be divided into their dimensions respectively.(2)Perceived value is an important factor in consumers’ purchase decision-making activities,which can have a direct impact on their purchase intention.When their perceived value is greater,their purchase intention will be stronger.(3)Perceived usefulness and perceived entertainment in perceived gain can act directly or indirectly on purchase intention by perceived value.The perceived cost in perceived profit and loss can also have a negative impact on purchase intention directly and indirectly,and the impact of perceived risk on purchase intention is not significant.(4)The effects of perceived usefulness,perceived entertainment,perceived cost and perceived risk on purchase intention are regulated by self-efficacy;The influence of perceived usefulness,perceived entertainment and perceived risk on purchase intention is moderated by government support,but its moderating effect between perceived cost and purchase intention is not significant.Finally,according to the research conclusion of this paper,this paper summarizes the management enlightenment,and puts forward relevant countermeasures and suggestions from different angles of government and enterprises.Firstly,government departments should strengthen environmental protection publicity,improve relevant financial subsidy policies,establish and improve relevant infrastructure and green product index certification system,and promote the steady development of China’s new energy vehicle industry;Secondly,relevant enterprises should strive to improve the innovation driving force of the industry,improve product quality,and improve the after-sales service system and second-hand recycling market;At the same time,take consumer demand as the starting point,carry out targeted marketing,and develop and expand the new energy vehicle industry.