The Influencing Factors of New Energy Vehicles Affecting Sichuan Consumers' Purchase Intention Based on TPB Theory

Abstract

New energy vehicles have been recognized as a sustainable alternative to lower gasoline consumption and emissions in the transportation sector. To cope with the green environment policy, a spectrum of government policies has been introduced to inspire the production and penetration of new energy vehicles (NEVs). Meanwhile, some perceived values face current trends to meet consumers' purchase demand and the NEV industry's growth. This means understanding the current and upcoming market and customer attitude, how to formulate NEV image, and consumers' purchasing NEV behavior in response to customer purchase intention based on influencing factors of perceived behavioral control and subjective norm. The three research objectives are; to analyze the concept and characteristics of new energy vehicle purchase intention, to explore the influencing factors of perceived behavioral control and subjective norm relating to purchase intention, and to suggest the improvement of the production and sales strategy of NEV based on the market trends.