전기자동차의 혁신저항과 수용의도의 결정요인

Abstract

With the continuous development of the economy and society, as well as the improvement of national living standards, coupled with the vigorous promotion of national policies in recent years, the popularity of electric vehicles has become the current demand of society. However, the current demand for electric vehicles is still tight, which is the major reason why the development of electric vehicles in China today has encountered a bottleneck. Many experts and scientists have carried out researches on the consumers' Acceptance Intention to consume electric vehicles in terms of the range, selling price, and cost. Consumers' perceptions of electric vehicles, shaped by external factors such as the environment and the uncertainty of the future direction of technology development, will have a significant impact on their willing- ness to use electric vehicles. The shortage of charging piles in many regions is also a growing problem under the policy of promoting electric vehicles, which is also an important influencing factor on the Acceptance Intention of Chinese consumers to use and choose electric vehicles. Based on these factors, this paper also argues that the lack of charging stations is not the only constraint, but also the expectation of future charging facilities and that only by improving and increasing the availability of charging piles and other convenient services can we promote the use of electric vehicles. Therefore, in this paper, 400 respondents were to fill out a questionnaire, and the data was integrated on their preferences for electric vehicles with the experiments and questionnaires, so as to analyze the impact of increased expectations for electric vehicles on the use of electric vehicles. According to the survey study, it is known that consumers choose electric vehicles based on the premise of satisfaction and trust in electric vehicles. Together with the innovation resistance arising from the constraints of policy, electric vehicle technology, and other related factors, consumers are more inclined to pay for electric vehicles equipped and expected to increase. Based on the theory of innovation resistance, this paper constructs corresponding hypotheses in terms of establishing consumer satisfaction and trust in electric vehicles. The role of the relationship between the innovative characteristics of electric vehicles, the Influence of society and Perceived Risk, and the Acceptance Intention to use electric vehicles are investigated, and it is ultimately concluded that: Innovation Characteristics, Perceived Risk, Social Influence, Innovation Resitance, Satisfaction, Reliablity will positively influence the consumer's Acceptance Intention to use electric vehicles. This paper also examines data on survey participants' preferences for electric vehicles through satisfaction and trust analysis, while analyzing the differences between subjective norms, image, and social demarcation points that moderate consumers' Acceptance Intention to use electric vehicles. The analysis shows that there is a positive relationship between the surveyed participants' awareness of the innovation and product advantages and disadvantages of electric vehicles, policy support, and incentives, with users' Acceptance Intention to use them. As for their intrinsic characteristics, this paper conducts research analysis and categorizes the respondents, which find that the less frequently they use electric vehicles, the more optimistic they are about the expected development of electric vehicles, and that the risk of use plays a certain role in the satisfaction and trust response, which has also been influenced by the sales strategy of electric vehicle promotion and production progress. The research will be useful as a reference for the future development of manufacturers, as well as the adjustment and optimization of marketing strategies and initiatives.