Sensitivity of the Nonsubsidized Consumption Promotion Mechanisms of New Energy Vehicles to Potential Consumers’ Purchase Intention
Abstract
:1. Introduction
2. Literature Review and Theoretical Analysis
2.1. Existing Research and Shortcomings
2.2. Theoretical Analysis and Research Hypothesis
2.2.1. The Composition and Function of the Nonsubsidized Consumption Promotion Mechanisms for NEVs
2.2.2. The Heterogeneity in the Impact of the Nonsubsidized Consumption Promotion Mechanisms for NEVs
- (1)
- Differences in the impact of the nonsubsidized consumption promotion mechanism on consumers in different cities of residence
- (2)
- Differences in the impact of the nonsubsidized consumption promotion mechanism on consumers of different education levels
3. Methods
3.1. Questionnaire Design and Validity
3.1.1. Questionnaire Design
3.1.2. The Reliability and Validity of the Questionnaire
3.2. Sample Structure and Representativeness
3.3. Model Method and Variable Description
3.3.1. Model Method
3.3.2. Variable Description
4. Results and Discussion
4.1. Sensitivity Analysis of Impact (I): Urban Differences
4.1.1. Model Path Analysis Results
4.1.2. Reliability and Validity Test Results
4.1.3. Main Results and Discussion
- (1)
- In cities with medium to high traffic pressure, the sensitivity of policy incentives on consumer purchase intentions is significant, while the effect of concept induction is statistically insignificant. Of the policy incentives, both the right-of-way privileges and charging guarantee policies have high sensitivity for influencing consumer purchase intentions. The sensitivity of right-of-way privileges is relatively higher. The data in Table 5 show that the standardized path coefficient for “concept induction → purchase intentions” is −0.044, which fails the significance test; the standardized path coefficient for “policy incentive → purchase intentions” is 0.699, which is significant with p < 0.05. This result shows that in cities with medium to high traffic pressure, only policy incentives have a clear effect on consumer purchase intentions. For the policy incentives, the coefficients of the right-of-way privileges and charging guarantee policies on the purchase intentions of potential consumers are 0.710 and 0.634, respectively, which are both significant with p < 0.001, indicating that the sensitivity of the right-of-way privileges policy is higher than that of the charging guarantee policy. For consumers in cities with medium to high traffic pressure, because they experience traffic congestion and travel difficulties, the right-of-way privileges and charging guarantee policies for NEVs can improve the driving experience and have a high incentive effect on consumer purchase intentions. Of the two policies, right-of-way privileges have a more obvious impact on consumer purchase intentions. Research hypothesis H2a is supported.
- (2)
- In cities with low traffic pressure, the sensitivity of both concept induction and policy incentives on consumer purchase intentions is very obvious. The sensitivity of policy incentives is relatively higher. For concept induction, the sensitivity of the pro-environmental perspective is higher than that of the pro-social perspective. For policy incentives, the sensitivity of the charging guarantee policy is higher than that of the right-of-way privileges policy. The data in Table 5 show that the standardized path coefficient for “concept induction → purchase intentions” is 0.500, and the standardized path coefficient for “policy incentive → purchase intentions” is 0.596; both of which are significant with p < 0.001. This result shows that in cities with low traffic pressure, concept induction and policy incentives are both key driving factors behind consumers making NEV purchase decisions. The factor loads for the two components of concept induction are both greater than 0.5, and the factor load for the pro-environmental perspective is greater than that for the pro-social perspective. The coefficients of the two factors on concept induction are 0.877 and 0.532, respectively, and both of which are significant. The coefficients of the right-of-way privileges incentive and the charging guarantee incentive on potential consumer purchase intentions are 0.532 and 0.647, respectively, and both of which are significant with p < 0.001. The sensitivity of the charging guarantee policy is significantly higher than that of the right-of-way privileges policy. For consumers in cities with low traffic pressure, because the traffic pressure is relatively small, the driving advantages brought about by the NEV right-of-way privileges policy are less attractive to consumers, and consumers are more concerned about whether the charging problem of NEVs can be solved to ensure the normal use of NEVs. Additionally, the factors in concept induction have an impact on consumer purchase intentions, and the effect of pro-environmental concept induction is higher than that of pro-social. Research hypothesis H2b is supported.
- (3)
- The sensitivity of the nonsubsidized consumption promotion mechanism of NEVs on potential consumers varies across cities. The impact of policy incentives in cities with medium to high traffic pressure is higher than that in cities with low traffic pressure. The sensitivity of concept induction in cities with medium to high traffic pressure is lower than that in cities with low traffic pressure. The data in Table 5 show that the standardized path coefficient for “policy incentive → purchase intentions” in cities with medium to high traffic pressure is 0.699, which is significant with p < 0.05, and the standardized path coefficient for “concept induction → purchase intentions” is −0.044, which fails the significance test. The standardized path coefficient for “policy incentive → purchase intentions” in cities with low traffic pressure is 0.596, and the standardized path coefficient for “concept induction → purchase intentions” is 0.500; both of which are significant with p < 0.001. These results show that the sensitivity of consumers in cities with medium to high traffic pressure to policy incentives is higher than that of consumers in cities with low traffic pressure, while sensitivity to concept induction is lower than in cities with low traffic load pressure. Cities with medium to high traffic pressure experience more severe road congestion than cities with low traffic pressure do. Policy incentives can effectively solve travel difficulties and licensing anxiety experienced by consumers, and such incentives have a relatively higher effect on consumers in this type of city. However, the sensitivity of concept induction in cities with medium to high traffic pressure is statistically insignificant and is lower than that in cities with low traffic pressure. Research hypothesis H2 is proven.
4.2. Sensitivity Analysis of Impact (II): Difference in Education Level
4.2.1. Model Path Analysis Results
4.2.2. Reliability and Validity Test Results
4.2.3. Main Results and Discussion
- (1)
- For consumers with medium to high education, the sensitivity of both types of the nonsubsidized consumption promotion mechanisms on the potential consumers of NEVs is obvious, but the sensitivity of concept induction is higher than that of policy incentives. For concept induction, the sensitivity of the pro-environmental perspective is higher than that of the pro-social perspective. For the policy incentives, the sensitivity of the charging guarantee policy is higher than that of the right-of-way privileges policy. The data in Table 7 show that among consumers with a medium to high education level, the standardized path coefficient for “concept induction → purchase intentions” is 0.696, and the standardized path coefficient for “policy incentive → purchase intentions” is 0.641; both of which are significant with p < 0.01. For concept induction, the sensitivity coefficients of the pro-environmental and pro-social perspectives are 0.846 and 0.586, respectively, and both of which are significant with p < 0.001. For the policy incentives, the coefficients measuring the influence of the right-of-way privileges policy and the charging guarantee policy on the purchase intentions of potential consumers are 0.613 and 0.643, respectively, and both of which are significant; the sensitivity of the charging guarantee policy is relatively higher than that of the right-of-way privileges policy. These results show that both concept induction and policy incentives are significantly sensitivity for consumers with medium to high education, but the sensitivity coefficient of concept induction is greater than that of the policy incentives. It can be seen that consumers with a high level of education are more advanced in their thinking and perspectives, they have a higher demand for intellectual and cultural consumption, and pursue the abundance of the spiritual world, so their sensitivity to concept induction is relatively higher than to policy incentives. The sensitivity of the pro-environmental perspective is higher than that of the pro-social perspective. Consumers with a medium to high education level learn more about environmental protection and ecological pollution-related concepts, and their environmental awareness is relatively high. The largest feature of NEVs is their ability to protect the environment, reduce energy consumption and reduce ecological pollution. There is a close connection between awareness of environmental protection issues and the consumption and use of NEVs, so the pro-environmental perspective plays a significant role in promoting the purchase intention of consumers with medium to high education levels. Research hypothesis H3a is supported.
- (2)
- For consumers with low education, the two types of the nonsubsidized consumption promotion mechanism have significant sensitivity on potential consumers of NEVs, but the sensitivity of policy incentives is higher than that of concept induction. For concept induction, the sensitivity of the pro-social perspective is higher than that of the pro-environmental perspective. For policy incentives, the sensitivity of the charging guarantee policy is higher than that of the right-of-way privileges policy. The data in Table 7 show that the standardized path coefficient for “concept induction → purchase intentions” is 0.576, and the standardized path coefficient for “policy incentive → purchase intentions” is 0.639; both of which are significant with p < 0.01. For concept induction, the sensitivity coefficients of the pro-environmental and pro-social perspectives are 0.693 and 0.840, respectively, which are both significant with p < 0.001, and the sensitivity of pro-social perspectives is higher than that of pro-environmental perspectives. For the policy incentives, the coefficients measuring the influence of the right-of-way privileges policy and the charging guarantee policy on the purchase intentions of potential consumers are 0.613 and 0.643, respectively; both of which are significant. The sensitivity of the charging guarantee policy is relatively higher than that of the right-of-way privileges policy. These result shows that both concept induction and policy incentives significantly increase the purchase intentions of consumers with low education, but the sensitivity of policy incentives is relatively higher. Because consumers with a low education level are relatively lagging consumption concept and have a higher demand for material consumption, they are more concerned about policy benefits they can actually enjoy. Therefore, the sensitivity of policy incentives is higher than that of concept induction for such consumers. As a typical emerging-technology product, NEVs are relatively weakly accepted by consumers with low levels of education, and they are more inclined to rely on the opinions and behaviors of others in social interactions to form attitudes towards the consumption and use of NEVs than those with more education. Therefore, sensitivity to the pro-social perspective is relatively higher for this type of consumer. Research hypothesis H3b is supported.
- (3)
- The sensitivity of the nonsubsidized mechanism to promote the consumption of NEVs to potential consumers differs with the consumer educational background. Regardless of concept induction or policy incentives, the sensitivity of consumers with medium to high education is higher than that of consumers with low education. The data in Table 7 show that the standardized path coefficient for “concept induction → purchase intentions” for consumers with medium to high education is 0.696, and the standardized path coefficient for “policy incentive → purchase intentions” is 0.641; both of which are significant with p < 0.01. The standardized path coefficient for “concept induction → purchase intentions” is 0.576, and the standardized path coefficient for “policy incentive → purchase intentions” is 0.639; both of which are significant with p < 0.01. The results show that the sensitivity of consumers with medium to high education to concept induction and policy incentives is higher than that of consumers with low education. Consumers with a medium to high education level update their concept quickly, and they pay relatively high attention to and understand the policy documents issued by the state and are clearer about the welfare support provided by the policy. The perspectives of consumers with low education are relatively behind, and these consumers generally have a low level of understanding of NEV policies or have inaccurate ideas about the policies. Research hypothesis H3 is supported.
5. Conclusions and Policy Implications
5.1. Research Implications
- (1)
- At the level of urban differences, cities with medium to high traffic pressure, due to traffic pressure and the strict implementation of the restricted-licenses and restricted-traffic measures, the right-of-way priority policy in the nonsubsidized consumption promotion mechanism should be the primary means. It is necessary to fully develop the convenience of NEVs, continue to protect the priority driving rights of NEVs and highlight the unique attributes and advantages of NEVs in the regional market. At the same time, cities with low traffic load pressure, not only need to rely on policy incentives at material level, but also need to be assisted by concept induction. Only by complementing each other can these mechanisms promote the development of the NEV market to the greatest extent possible. Therefore, the implementation of nonsubsidized policies should be strengthened, and relevant policy documents should be issued to induce consumers to understand and desire to use NEVs at the conceptual level. It is necessary to increase investments in the construction of the charging infrastructure to provide a good environment and reasonable guarantee of charging availability for consumers of NEVs.
- (2)
- At the level of consumer differences, for consumers with a medium to high education level, it is important to focus on the role of concept induction in promoting the consumption of NEVs and cultivate potential consumers’ pro-environmental and pro-social concepts. In particular, it is necessary to strengthen consumers’ pro-environmental perspectives, hold more environmental protection activities and increasingly promote the advantages of NEVs for environmental protection. For consumers with low education, it is necessary to emphasize the incentive effects at the policy level. While intensifying the implementation of the NEV right-of-way privileges policy, attention should also be paid to the construction and optimal layout of infrastructure, such as charging stations for NEVs, to solve the fundamental concerns of consumers. At the same time, the government and related organizations can hold more informational events about NEVs. Such organizations can also cultivate the opinions of social leaders and enable them to actively disseminate information about NEVs and their own positive attitudes towards NEVs. In this way, consumers can learn about the attributes and policy advantages of NEVs from a wide range of social relationships, thereby eliminating uncertainty in the use of NEVs and enhancing consumer willingness to purchase.
- (3)
- It is necessary to further focus on the goal of promoting the sustainable development of NEVs, combined with the background of the gradual declining of industry subsidies, promoting the diversification of NEVs subsidized and nonsubsidized consumption promotion mechanisms. On the one hand, change the form of direct consumer subsidy policies to overcome the excessive policy dependence and lack of incentives caused by direct consumption subsidies. On the other hand, further enrich the content of nonsubsidized consumption promotion mechanisms. Combining the market conditions of NEVs in different cities and the social and economic characteristics of consumers and guide the target consumer groups to increase their willingness to purchase and use NEVs in a targeted manner. Make great efforts to promote the formation of a popular and large-scale market and achieve an effective transition and complementary advantages between subsidized and nonsubsidized consumption promotion mechanisms.
- (4)
- Compared with the subsidy policy, the non-subsidy policy is more oriented towards the NEVs industry and all consumers. From the perspective of non-monetary policy support, it is possible to avoid to a certain extent the equity concerns caused by the government’s “picking of winners” and excessive intervention through subsidy policies. The implementation of the nonsubsidized mechanisms for NEVs in China should adopt differentiated strategies based on local conditions and vary with each individual. The same is true for countries other than China. One size fits all policy measures cannot be adopted, but corresponding incentive measures should be adopted according to national conditions and actual consumer characteristics. Organically combine subsidy policies and non-subsidy promotion mechanisms to promote the sustainable development of the NEVs industry and adjust the proportion of non-subsidy measures based on the facts.
5.2. Research Limitations and Prospects
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Latent Variables | Measurement Variable Name | Measurement Items | References |
---|---|---|---|
Concept induction | Pro-environmental |
| Dunlap et al. [50] Schultz et al. [51] |
Pro-social |
| Sweeney and Soutar [52], Park and Lessig [53] | |
Policy incentives | Right-of-way privilege |
| Keeney [54] |
Charging guarantee |
| Keeney [54] | |
Purchase intention |
| Venkatesh [55] |
Latent Variables | Measurement Dimension | Measurement Items | Factor Loading Coefficient | Cronbach’α | KMO |
---|---|---|---|---|---|
Concept induction | Pro-environmental perspective | EI1 | 0.594 | 0.728 | 0.749 |
EI2 | 0.604 | ||||
EI3 | 0.707 | ||||
EI4 | 0.718 | ||||
Pro-social perspective | SI1 | 0.638 | 0.730 | 0.758 | |
SI2 | 0.662 | ||||
SI3 | 0.625 | ||||
SI4 | 0.664 | ||||
Policy incentives | Right-of-way privilege incentive | PR1 | 0.695 | 0.781 | 0.706 |
PR2 | 0.694 | ||||
PR3 | 0.725 | ||||
Charging guarantee incentive | CG1 | 0.731 | 0.789 | 0.762 | |
CG2 | 0.552 | ||||
CG3 | 0.751 | ||||
Purchase intention | PI1 | 0.753 | 0.785 | 0.756 | |
PI2 | 0.779 |
Item | Content | Number of Respondents | Percentage |
---|---|---|---|
Gender | Male | 405 | 47.31 |
Female | 451 | 52.69 | |
Age | 18–25 years old | 254 | 29.67 |
26–36 years old | 395 | 46.14 | |
36–45 years old | 171 | 19.98 | |
46–55 years old | 25 | 2.92 | |
Above 56 years old | 11 | 1.29 | |
Education level | High school and below | 203 | 23.71 |
Junior college | 154 | 17.99 | |
Undergraduate | 429 | 50.12 | |
Graduate and above | 70 | 8.18 | |
Monthly income level | Below 3000 yuan | 140 | 16.36 |
3000–5000 yuan | 241 | 28.15 | |
5000–8000 yuan | 240 | 28.04 | |
8000–10,000 yuan | 173 | 20.21 | |
Above 10,000 yuan | 62 | 7.24 | |
Place of residence | Cities with limited licensing and restricted traffic | 409 | 47.78 |
Nonrestricted cities | 447 | 52.22 |
Variable Type | Variable Meaning | Variable Name | Variable Value | |
---|---|---|---|---|
Explained variable | Purchase intentions for NEVs | Y | 1 (Very unwilling)–5 (Very willing) | |
Explanatory variable | Concept induction (α1) | Pro-environmental | X1 | 1 (Very unwilling)–5 (Very willing) |
Pro-social | X2 | 1 (Very unwilling)–5 (Very willing) | ||
Policy incentives (α2) | Right-of-way privileges | X3 | 1 (Very unwilling)–5 (Very willing) | |
Charging guarantee | X4 | 1 (Very unwilling)–5 (Very willing) |
City Category | Path | Path Coefficient | City Category | Path | Path Coefficient |
---|---|---|---|---|---|
Cities with medium to high traffic pressure (limited licensing and restricted traffic) | Concept induction → Purchase intentions | −0.044 | Cities with low traffic pressure (nonrestricted) | Concept induction → Purchase intentions | 0.500 *** |
Policy incentives → Purchase intentions | 0.699 ** | Policy incentives → Purchase intentions | 0.596 *** | ||
Pro-environmental → Concept induction | 0.844 *** | Pro-environmental → Concept induction | 0.877 *** | ||
Pro-social → Concept induction | 0.650 *** | Pro-social → Concept induction | 0.532 *** | ||
Right-of-way privileges → Policy incentives | 0.710 *** | Right-of-way privileges → Policy incentives | 0.532 *** | ||
Charging guarantee → Policy incentives | 0.634 *** | Charging guarantee → Policy incentives | 0.647 *** |
Fit Index | GFI | AGFI | RMR | RMSEA | NFI | IFI | TLI | CFI |
---|---|---|---|---|---|---|---|---|
Actual value of cities with medium to high traffic pressure | 0.985 | 0.949 | 0.008 | 0.066 | 0.975 | 0.986 | 0.965 | 0.986 |
Actual value of cities with low traffic pressure | 0.967 | 0.915 | 0.018 | 0.050 | 0.907 | 0.920 | 0.928 | 0.918 |
Recommended value | >0.9 | >0.9 | <0.05 | <0.1 | >0.9 | >0.9 | >0.9 | >0.9 |
Consumer Category | Path | Path Coefficient | Consumer Category | Path | Path Coefficient |
---|---|---|---|---|---|
Consumers with medium to high education (college degree or above) | Concept induction → Purchase intentions | 0.696 *** | Consumers with low education (high school or below) | Concept induction → Purchase intentions | 0.576 *** |
Policy incentives → Purchase intentions | 0.641 *** | Policy incentives → Purchase intentions | 0.639 *** | ||
Pro-environmental → Concept induction | 0.846 *** | Pro-environmental → Concept induction | 0.693 *** | ||
Pro-social → Concept induction | 0.586 *** | Pro-social → Concept induction | 0.840 *** | ||
Right-of-way privileges → Policy incentives | 0.613 *** | Right-of-way privileges → Policy incentives | 0.313 *** | ||
Charging guarantee → Policy incentives | 0.643 *** | Charging guarantee → Policy incentives | 0.742 *** |
Fitting Index | GFI | AGFI | RMR | RMSEA | NFI | IFI | TLI | CFI |
---|---|---|---|---|---|---|---|---|
Actual value of consumers with medium to high education | 0.977 | 0.942 | 0.015 | 0.082 | 0.943 | 0.953 | 0.910 | 0.953 |
Actual value of consumers with low education | 0.985 | 0.922 | 0.012 | 0.083 | 0.967 | 0.980 | 0.922 | 0.979 |
Recommended value | >0.9 | >0.9 | <0.05 | <0.1 | >0.9 | >0.9 | >0.9 | >0.9 |
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Lin, Y.; Wu, J.; Xiong, Y. Sensitivity of the Nonsubsidized Consumption Promotion Mechanisms of New Energy Vehicles to Potential Consumers’ Purchase Intention. Sustainability 2021, 13, 4293. https://doi.org/10.3390/su13084293
Lin Y, Wu J, Xiong Y. Sensitivity of the Nonsubsidized Consumption Promotion Mechanisms of New Energy Vehicles to Potential Consumers’ Purchase Intention. Sustainability. 2021; 13(8):4293. https://doi.org/10.3390/su13084293
Chicago/Turabian StyleLin, Yuqing, Jingjing Wu, and Yongqing Xiong. 2021. "Sensitivity of the Nonsubsidized Consumption Promotion Mechanisms of New Energy Vehicles to Potential Consumers’ Purchase Intention" Sustainability 13, no. 8: 4293. https://doi.org/10.3390/su13084293