Research on the Influence Path of Consumers' Purchase Intention of New Energy Vehicles Under Exclusive Insurance Policy

The development of new energy vehicle industry is an important measure to realize China's "promoting green development" strategy. Using the theory of planned behavior and the theory of value belief norm, this paper establishes a theoretical model to analyze the impact path of the exclusive insurance policy of new energy vehicles on consumers' purchase intention. 317 valid sample data were collected through the questionnaire survey in different cities across the country, and the data were analyzed by correlation regression and structural equation. The results show that: ① "consumers' attitude towards insurance policy" has an indirect impact on consumers' purchase intention mainly through individual attitude, perceived behavior and subjective norms, and its path coefficients are 0.544, 0.581 and 0.721 respectively. ② Environmental awareness has an indirect impact on consumers' purchase intention through individual attitude, perceived behavior and subjective norms, and its path coefficients are 0.459, 0.265 and 0.396 respectively. ③ The path coefficient of subjective norms for consumers to buy new energy vehicles is 0.324, indicating that it plays a direct and important role in purchase intention. The greater the social pressure perceived by potential consumers, the more it can promote their purchase intention. Based on this conclusion, this paper proposes that the government should expand the popularization and interpretation of new energy vehicle insurance policy, pay attention to the publicity of environmental protection value of new energy vehicles, strengthen the positive guidance of the use of new energy vehicles, and eliminate consumers' concerns about the purchase of new energy vehicles