earticle

영어

The electric vehicle (EV) industry in China is rapidly developing along with environmental protection issues. The voluntary choice of consumers and the will of the government to promote are essential for the overall social diffusion of EVs. Therefore, this study aims to identify the factors that influence the purchase intention of Chinese consumers for EVs. Product quality, policy awareness, social influence, environmental concern, personal innovation, and perceived usefulness, which were derived from previous studies, were used as significant variables. Decision tree analysis (DTA) was conducted on the complicated consumer purchasing behavior. The result indicates that perceived usefulness, social influence, and policy awareness significantly influenced the high EV purchase intention group. In addition, high levels of personal innovation led to relatively high levels of purchase intention for the group with low levels of perceived usefulness and social influence. Although the Chinese government actively implemented policies to promote the purchase of EVs, the study found that policy awareness was not a decisive factor that influenced purchase intention for EVs. Finally, academic and practical suggestions are discussed.