Abstract
At present, electric cars are being developed rapidly in China as emerging carbon emission reduction vehicles, but their proportion in the Chinese automobile market is still small, and a large number of potential consumers are still holding a wait-and-see attitude. Therefore, for the sake of promoting the further development of electric cars in China, this paper based on the TPB (Theory of Planned Behavior) theoretical research framework, investigates potential consumers in typical areas of Beijing and collects a large amount of data through the design of paper and electronic questionnaires. SEM (Structural Equation Modeling) and MNL (Multinomial Logit Model) models are used to analyze key factors affecting consumers’ purchase intention and actual purchasing behavior. The results show that the positive and negative attributes of consumers’ attitude, subjective norm, and perceived behavior control will have different effects on consumers’ actual purchasing behavior. Finally, based on the analysis results, some reasonable suggestions are proposed for the government and EV (Electric Vehicles) enterprise service providers to increase electric vehicle diffusion.
Highlights
The environmental quality of many Chinese cities is deteriorating year by year
Takanori Okada et al used structural equation model (SEM)(Structural Equation Modeling) to analyze the purchase intention of users who do not own electric cars and the purchase satisfaction of users who already own electric cars, and proposed that environmental awareness will have a direct impact on the purchase intention of users who do not own an EV(electric vehicles), while on the contrary, it will have an indirect impact on the purchase satisfaction of users who already own an EV
In early 2019, the State Grid Electric Vehicle Service Company Ltd. launched the "e-smart" intelligent electric socket, which changed the traditional public and private charging piles and realized convenient shared charging of users [57]. These positive traits attributed to subjective norms have a positively receivable effect working as intermediate variables on the actual purchasing behavior of electric cars
Summary
The environmental quality of many Chinese cities is deteriorating year by year. The problem of low sample data may limit its generalization [22] Xiuhong He et al explored consumers’ purchase intention of electric cars by using the research framework of personality-perception-intention, and introduced that in the action path of personality on purchase intention, positive utility and negative utility of perception will have different mediating effects on its action mode [23]. Because the previous researches mostly used an online survey platform to collect data [22,23], it may result in sample bias, the obtained data might have lower credibility and restricted universality Most of these studies did not take into account the real purchasing behavior of electric cars. Through the analysis of various factors, proposal is made to support the decision of the government and related electric vehicle service providers by finding out the key factors affecting consumers when buying electric cars
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