Unveiling Consumer Perceptions and Preferences in the Era of Disruptive Innovation of New Energy Vehicles Market in China

This study examines Chinese consumers' perceptions and responses to disruptive innovations within the New Energy Vehicles (NEVs) market, utilizing a questionnaire survey to explore awareness, perceived value of technological advancements, and the impact of these perceptions on adoption decisions. The survey, encompassing a diverse demographic of 154 respondents, highlights a female majority with a significant representation from the "25-34" age group, indicating a young, educated demographic with a considerable interest in NEVs. Analysis reveals a moderate familiarity with NEVs, a high valuation of technological progress, and a clear recognition of charging infrastructure availability as critical factors influencing adoption. Primary barriers identified include the high initial cost and limited charging infrastructure, with the data suggesting a strong potential for NEVs market growth if these concerns are addressed. Additionally, the survey uncovers optimistic future expectations among consumers, closely tied to government policies, technological advancements, and evolving market trends. This research contributes to understanding consumer attitudes in the rapidly changing NEVs landscape, offering insights for stakeholders to foster adoption and align strategies with consumer preferences and needs, underscoring the necessity for focused educational and marketing efforts to mitigate existing barriers and leverage consumer interest in technology.