The Factors Influencing Consumers’ Purchase Intention and Behavior of New Energy Vehicles in Beijing

Abstract

Using Beijing as the research site, this paper is dedicated to exploring the factors influencing consumers' purchase intention in the field of new energy vehicles, collecting data by distributing questionnaires, constructing structural equation models, and using policy influence, perceived usefulness, perceived ease of use, perceived value, and demographic variables as latent variables to explore their effects on purchase intention. The results show that: consumers' prediction of the development prospect of new energy vehicles and their recognition of new energy vehicles in terms of carbon reduction and environmental protection are the most important factors influencing purchase intention; policies affect purchase intention through two direct and indirect paths; women, lower income groups, and older age groups are more likely to be guided by policies and market future expectations. Based on the above findings, this paper proposes corresponding implications for government policies as well as enterprises.