At present, the sales volume of new energy vehicle (NEV) in China is mainly driven by policies. If we want to truly realize the sales volume of NEV driven by market, we need to improve consumers’ purchase intention. The key to improving consumers’ purchase intention is to find the important influencing factors and formulate more targeted promotion strategies based on the important factors. Based on the construction of the influencing factor model of NEV purchase intention, this paper investigates 541 potential NEV consumers by means of “online network + offline sales outlets”. Based on the survey data, this paper analyzes the main factors affecting NEV purchase intention by using binary logistic regression statistical method. The results show that age, education level and average annual household income have a significant impact on consumers’ willingness to buy NEVs. Among respondents, consumers aged between 36 and 55, with college or undergraduate education and annual income between 160,000 and 250,000 yuan are more likely to buy NEVs. The regression results show that the quality of NEVs, charging convenience, after-sales service and surrounding user evaluation are the main factors affecting consumers’ willingness to buy NEVs. Based on the research results, this paper puts forward countermeasures and suggestions for the development of NEV industry.
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