Influencing factor analysis of household electric vehicle purchase intention of HaiNan Free Trade Port under the background of low-carbon lifestyle

Abstract

Hainan Free Trade Port Layout decided to gradually ban fuel-based vehicles so as to achieve the goal of carbon emission peak by 2030, in 2021, HaiNan further required 100% use of new energy vehicles in official field. Therefore, as a complementary job, it is important to recognize key factors that influence purchasing will of electric vehicles of local residents. The study bases on field interviews and grounded theory, and we utilized qualitative analysis method to recognize four main scopes, namely: risk perception, value perception, mental pressure and self-control that influence the purchase intention of the public after three levels of notion encoding. Then a ridge regression model is built to get the relative weight of the factors, and we adopted theory of planned behavior by integrating factor weights and categories extracted from qualitative analysis into the TPB model so as to find psychological reasons of people’s choice, finding risk perception and value perception are dominate features that influence public purchase choice. At last, targeted suggestions are put forward based on above results.

Keywords

• Grounded theory
• Electric vehicle
• Purchase intention
• Theory of planned behavior
• Communication psychology