Analyzing Purchasing Behavior of NIO’s Customers Based on Theory of Planned Behavior in China

Abstract

With the explosive growth of the number of vehicles, the use of new energy vehicles is becoming one of the ways to alleviate the auto industry’s dependence on petroleum, thereby reducing pollutant emissions. As one of the leading new energy vehicle start-ups in the Chinese market, Nio still has great potential for growth in its product sales. Therefore, it is necessary to analyze the main factors that affect Chinese consumers’ purchase of new energy vehicles in order to accelerate and increase the sales of NIO. Based on the theory of planned behavior, this article analyzes the factors that may affect consumers’ purchase of NIO products, so as to analyze consumers’ purchasing behavior and provide suggestions for NIO. The author set up a survey scale based on the theory of planned behavior, conducted a sample survey of 410 effective samples of potential consumers, and analyze the data obtained. Finding confirm that the understanding of the new energy industry, purchase attitude, subjective norms and perceptual behavior control are the key factors that affect the purchase intention of NIO cars, while past consumer behavior has no positive effect on consumers’ purchase intention. This study will help NIO company understand the factors that affect the willingness of potential consumers to buy their products in China. In addition, this study also provides other companies working in the region with the influencing factors of consumers’ willingness to buy electric vehicles as a reference.