FACTORS INFLUENCING NEW ENERGY VEHICLE PURCHASE INTENTION: A STUDY IN CHINA

Abstract

There are more and more people who have cars, at the same time of rising automobile usage, energy problem and environmental problems have also emerged, and the new energy vehicles has unique advantages in energy saving and environmental protection, make it become a new direction in the field of automobile, topic is more and more hot, it will be the opportunity to develop the automobile industry in China. In recent years, the government has launched a series of policies to develop new energy vehicles. The effect is obvious, the sales of new energy vehicles have been steadily improved. However, this trend of surging sales is mostly due to the support of government policies and the publicity of enterprises. Once the policy support is not enough, sales problems may appear. Therefore, in order to make the new energy automobile industry achieve sustainable development, this paper will explore other influencing factors from the perspective of customer perceived value.

According to consumer perception theory, consumers' sense of value to products is an important leading factor affecting consumers' purchase intention. This paper takes customer perceived value as an entry point to discuss the influence of price value, quality value, emotional value and social value on purchase intention of new energy vehicles. Firstly, relevant literature was studied, and the theoretical framework of the research was established on this basis. Then, relevant data were collected through questionnaire survey, and spss22.0 was used to analyze the data, so as to verify the proposed research model and hypothesis.

Based on the consumer point of view, this paper analyzes the customer perceived value to the influence of new energy vehicles purchase intention and consumers at this stage the overall cognition of new energy vehicles, the research conclusion is helpful to further implement the better in the future government policy, at the same time, for the enterprise, can according to consumer preferences to grasp the design of the new energy vehicles, production and sales, in order to promote consumer purchasing desire of new energy vehicles. Finally, according to the research results, some suggestions are given.