低碳经济背景下海南省电动汽车购买意向影响因素分析及建议

Analysis on Influencing Factors of Electric Vehicle Purchase Intention in Hainan Province Based on Grounded Theory

海南省计划在2030年前禁售燃油车,并实现碳达峰,电动汽车替代燃油车是必经之路,消费者购买电动汽车的意愿直接影响其进程。以探讨海南省电动汽车的购买意愿为目的,利用NVivo整理问卷和访谈信息,基于扎根理论总结出安全担忧、里程焦虑、成本压力3个对购买意愿有负面影响的核心范畴和一个有正向激励作用的核心范畴。分析核心范畴对购买意愿产生影响的机理,根据影响机理为车企、政府和第三方力量提出相应的建议或改进目标参考。

Hainan Province plans to ban the sale of fuel vehicles before 2030 and peak carbon dioxide emissions.Replacing fuel vehicles with electric vehicles is the only way.Consumers’willingness to buy electric vehicles will directly affect its process.In order to explore the purchase intention of electric vehicles in Hainan Province,using NVivo to sort out the questionnaire and interview information,based on the grounded theory,three core categories with negative impact on the purchase intention is summarized:safety concern,mileage anxiety and cost pressure,and a core category with positive incentive effect.The mechanism of the impact of core categories on purchase intention is analyzed,and corresponding suggestions or improvement objectives for automobile enterprises,government and third-party forces according to the impact mechanism are put forward.