RESEARCH ON THE INFLUENCE OF INNOVATIVE CHARACTERISTICS OF NEW ENERGY VEHICLES ON CONSUMERS' PURCHASE INTENTION

Based on the technical acceptance model and S-O-R framework, the paper uses literature research, questionnaire surveys, data statistics, and other research methods to build a model of the influencing factors of consumers 'purchase intention and discusses the mutual influence relationship between the innovation characteristics, perceived risk, purchase intention of new energy vehicles, and consumers' individual innovation. The research results show that the innovative characteristics of new energy vehicles promote the improvement of consumers' purchase intention, and the better the innovation characteristics, the more it helps consumers obtain good performance in purchase behavior; perceived risk plays an intermediary role between the innovative characteristics and purchase intention of new energy vehicles; and consumer individual innovativeness presents a negative regulating role in the relationship between perceived risk and purchase intention.