Research On Influencing Factors Of Purchase Intention Of New Energy Vehicles Based On The Theory Of Planned Behavior

In recent years,the government of China has issued many policies and measures to deal with climate warming,air pollution and other environmental problems,with special emphasis on reducing the consumption of fossil energy and encouraging the use of non-fossil energy,so new energy vehicles(NEV)are being gradually favoured by people.However,compared with the traditional fuel vehicles,the sale of new energy vehicles is not optimistic,lower sales mean that consumers are not willing to buy,so it is urgent to explore the psychological motivation of consumers to buy new energy vehicles.By combing a large number of literatures at home and abroad,this paper reviews the authoritative theories and models of consumer purchase intention,and concludes from the perspective of consumers that the cognition of new energy vehicles,environment knowledge,environmental concern,attitude towards policy and subjective norm are the five key factors affecting the purchase intention of new energy vehicles.A comprehensive model of influencing factors of new energy vehicle purchase intention based on the theory of planned behavior is constructed.In this study,a total of 415 valid questionnaires were obtained through online investigation.Descriptive statistical analysis,reliability and validity analysis,structural equation model analysis and robustness test were conducted on the data using SPSS24.0 and AMOS24.0.The results show that the five factors have different degrees of positive impact on purchase intention,from big to small: the cognition of new energy vehicles,attitude towards policy,subjective norm,environment knowledge,environmental concern.In addition to subjective norm,the other four factors have indirect effects on purchase intention,in which environmental knowledge and environmental concern act on purchase intention completely through intermediary paths,the cognition of new energy vehicles and attitude towards policy not only have a direct effect,but also have an indirect effect.This paper confirms the applicability and reliability of the theory of planned behavior again.The explanation degree of the model proposed in this paper is as high as 93%,which can better show the amount of information in the questionnaire.Based on the above conclusions,this paper puts forward reasonable suggestions on the implementation of relevant policies,brand marketing and improving cognition,hoping to enhance consumers’ willingness to buy new energy vehicles.