An Empirical Study on New Energy Vehicles’ Purchase Intention Based on Perceived Risk Theory: A Survey of Chinese Consumers ()
ABSTRACT
Based on the background of the perceived risk theory, the purpose of this
research is to explore the consumers’ intention to purchase new energy vehicles
in China, this paper analyzes the influence of the personal characteristics of
consumers in China on the purchase intention
of new energy vehicles. This paper uses questionnaire surveys to obtain data
and conducts research through regression analysis. The results of this research
show that the more substantial the perceived risks which are divided into
physical risk, social psychological risk, time risk, financial risk, and
functional risk, the lower consumers’ intention to buy new energy vehicles, and
personal characteristics variables, such as gender, age, education level, and
income, have a moderating effect on consumers’ intention to buy new energy vehicles.
Although previous studies have related to many theories of perceived risk and
new energy vehicles, this research is helpful to scholars and CEOs from new
energy vehicle firms to research consumers’ purchase intention in China.
Especially now, the development trend of new energy vehicles in China is very
clear. This article can help new energy vehicle companies better carry out
technological innovation and marketing innovation.
Share and Cite:
Deng, J. (2023) An Empirical Study on New Energy Vehicles’ Purchase Intention Based on Perceived Risk Theory: A Survey of Chinese Consumers.
Modern Economy,
14, 391-406. doi:
10.4236/me.2023.144022.
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