Study on the Influencing Factors of Consumers' Purchase Behavior of New Energy Vehicles

Abstract

Against the backdrop of the global implementation of carbon neutrality goals and the in-depth practice of China's green development philosophy, the new energy vehicle industry has become a core engine driving the high-quality development of China's economy. Although a series of industrial policies have propelled its market size to achieve leapfrog growth, consumers' purchase behavior remains the pivotal core variable that determines whether the industry can realize sustainable, healthy, and high-quality development. This paper systematically reviews relevant domestic and international research findings and analyzes the influencing mechanism of new energy vehicle purchase behavior in China from four dimensions: consumers' individual characteristics, core product attributes, policy support system, and social perception environment. The study reveals that: sound charging infrastructure and stable policy support are the core prerequisites for the growth of new energy vehicle consumption; the 25–35 age group has shown significantly higher attention to intelligent connected and high-level intelligent driving functions than to price factors; social media word-of-mouth and user community operation can effectively stimulate potential consumer demand; range anxiety and battery safety concerns remain the key pain points restricting the comprehensive popularization of the industry. This research can provide a reference basis for automobile enterprises to optimize market strategies and government departments to improve industrial policies.