Factors Influencing Consumers' Willingness to Purchase BYD Electric Vehicles

Amidst the challenges posed by a severe global economic climate and a decline in automobile exports, China's new energy vehicle (NEV) industry faces significant hurdles in its development. This study examines the factors influencing consumers' willingness to purchase BYD electric vehicles. Grounded in the Technology Acceptance Model (TAM) and Perceived Risk Theory, and incorporating Consumer Innovativeness, this research analyzes the impact of these factors on consumers' purchase intentions for BYD electric vehicles. A quantitative research approach was adopted, including online surveys, descriptive statistical analysis, validity and reliability testing, to analyze 400 valid responses. The findings indicate that Consumer Innovativeness, Perceived Ease of Use, Perceived Usefulness, and Attitude all have a significant positive impact on consumers' willingness to purchase BYD electric vehicles. This study not only provides valuable insights and recommendations for the Chinese government, automobile enterprises, and consumers but also contributes theoretical support for the sustainable development of the NEV industry. Additionally, it offers new directions for future research on consumer behavior in the NEV sector.