An Empirical Study on New Energy Vehicles’ Purchase Intention Based on Perceived Risk Theory: A Survey of Chinese Consumers

Abstract

Based on the background of the perceived risk theory, the purpose of this research is to explore the consumers’ intention to purchase new energy vehicles in China, this paper analyzes the influence of the personal characteristics of consumers in China on the purchase intention of new energy vehicles. This paper uses questionnaire surveys to obtain data and conducts research through regression analysis. The results of this research show that the more substantial the perceived risks which are divided into physical risk, social psychological risk, time risk, financial risk, and functional risk, the lower consumers’ intention to buy new energy vehicles, and personal characteristics variables, such as gender, age, education level, and income, have a moderating effect on consumers’ intention to buy new energy vehicles. Although previous studies have related to many theories of perceived risk and new energy vehicles, this research is helpful to scholars and CEOs from new energy vehicle firms to research consumers’ purchase intention in China. Especially now, the development trend of new energy vehicles in China is very clear. This article can help new energy vehicle companies better carry out technological innovation and marketing innovation.