Study on purchasing intention of new energy vehicle consumer

Many consumers are aware of the potential problems of new energy vehicle batteries, but they still choose to accept these new products gradually. Therefore, it is important to establish a suitable model and study the influencing factors of consumers’ willingness to buy for the development of related theories and production of enterprises. In this paper, we collect data from consumers in economically developed coastal cities in Guangdong Province, China, establish a conceptual model based on the theory of consumer perceived value, make assumptions, and analyze the factors influencing the willingness to purchase new energy vehicles using interviews and questionnaires, and applying SPSS and Amos software. The results of the study show that civic awareness and consumers’ life style have a significant effect on the willingness to purchase new energy vehicles, while the quality of new energy vehicle batteries fails to pass the significance test on the willingness to purchase.