基于计划行为理论的新能源汽车购买意愿影响因素研究

Factors Influencing Consumers’ Purchase Intentions of New Energy Vehicles: A Research Based on the Theory of Planned Behavior

摘要: 随着全球气候变化问题日益严峻，新能源汽车作为推动低碳发展的关键措施，逐渐成为消费者关注的焦点。本文基于计划行为理论和技术接受模型，探讨了主观规范、个人规范、感知成本、服务质量和感知风险五个因素对消费者新能源汽车购买意愿的影响。通过设计并发放问卷，并利用SPSS 26.0软件进行数据分析，结合因子分析和多元回归分析法，验证了各因素对购买意愿的作用。研究结果表明，个人规范、感知成本、服务质量和感知风险显著正向影响消费者的购买意愿，而主观规范未能对购买意愿产生显著影响。

Abstract: As global climate change intensifies, new energy vehicles have emerged as a key measure to promote low-carbon development, gradually becoming a focal point for consumers. This study, grounded in the Theory of Planned Behavior and the Technology Acceptance Model, investigates the impact of five factors—subjective norms, personal norms, perceived cost, service quality, and perceived risk—on consumers’ purchase intention for NEVs. A survey was designed and distributed, and data were analyzed using SPSS 26.0 software, combining factor analysis and multiple regression analysis to verify the effects of these factors on purchase intention. The results indicate that personal norms, perceived cost, service quality, and perceived risk significantly and positively influence consumers’ purchase intention, while subjective norms were found to have no significant impact.