| With the attention paid by governments at all levels to the green development of energy conservation and environmental protection industries and the continuous promotion of related propaganda,more and more consumers will pay more attention to energy conservation and environmental protection when purchasing products,especially in the purchase of household cars.In recent years,the continuous maturity of new energy battery technology has promoted the rapid and better development trend of Chinese new energy vehicle industry.However,from the perspective of reality,as an emerging industry,the development of the new energy vehicle industry has been facing many challenges.For example,the market share of new energy vehicles is still low,and consumers’ enthusiasm for purchasing is still relatively insufficient.Therefore,how to improve consumers’ recognition of new energy vehicles,how to enhance consumers’ willingness to purchase new energy vehicles,and what factors affect consumers’ motivation to buy new energy vehicles are important issues that new energy vehicle enterprises must consider.This also urges us to take this as the main topic of this paper.In view of the above problems,this paper uses empirical methods to analyze the main factors affecting consumers’ purchase intention of new energy vehicles.First of all,this paper sorts out the relevant basic theories of consumers’ purchase intention of new energy vehicles and relevant research literature at home and abroad.Based on the relevant basic theories and results of previous research,the research is carried out from four aspects: consumers’ individual factors,product factors,economic factors and policy factors.Secondly,according to the needs of this research,this paper designs the questionnaire scale based on the Likert five-point scale,and collected data through questionnaire surveys.SPSS software was used to conduct detailed data statistical analysis of the collected effective questionnaires from different dimensions,Data analysis methods mainly include descriptive statistical analysis,independence chi-square test,reliability and validity analysis,correlation analysis,regression analysis,etc.According to the data analysis results,the key factors affecting consumers’ purchase intention of new energy vehicles are screened out.Finally,according to the statistical results,this paper puts forward countermeasures and suggestions that help to improve consumers’ purchase intention of new energy vehicles.The study found that there is a significant relationship between the social demographic characteristics of consumers and their purchase intention of new energy vehicles,as well as consumers’ cognition of new energy vehicles.What’s more,product factors,economic factors and policy factors have a significant positive impact on consumers’ purchase intention of new energy vehicles.Among all influencing factors,product factors have the greatest impact on consumers’ purchase intention of new energy vehicles,followed by policy factors.According to the research results,this paper provided targeted suggestions for automobile enterprises and governments in further promotion,which is conducive to improving consumers’ purchase intention of new energy vehicles and promoting the continuous improvement of new energy vehicle sales. |
