关键词: 新能源汽车；消费意愿；消费行为分析；顾客感知

Abstract: In order to improve the customer awareness of new energy vehicles and promote the development of the industry, this paper first establishes a model containing eight latent variables such as perception and ease of use from the perspective of customer cognition and puts forward hypotheses, then verifies the rationality of the design of influencing factors through factor analysis, and finally verifies the feasibility of the initial hypothesis model by correlation analysis and multiple linear regression methods. The results show that perceived entertainment, service quality, brand reputation and marketing strategy positively affect consumption intention, and the influence degree of consumption strategy is the largest, with an impact factor of 0.417, while perceived cost and perceived risk inversely affect consumption intention, among which perceived risk has a large impact degree, and its impact factor is 0.905.

Key words: new energy vehicles; willingness to consume; consumer behavior analysis; customer perception