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

摘要： 为提高新能源汽车顾客认知度，推动产业发展。从顾客认知视角，首先建立包含感知 易用等 8 个潜变量的模型并提出假设，然后通过因子分析验证影响因素设计的合理性，最后 利用相关性分析和多元线性回归方法验证了初始假设模型的可行性。研究结果表明，感知易 用、感知娱乐、服务质量、品牌口碑、营销策略正向影响消费意愿，其中，营销策略影响程 度最大，其影响因子为 0.417；感知成本、感知风险反向影响消费意愿，其中，感知风险影响 程度较大，其影响因子为 0.905。

关键词: 新能源汽车；消费意愿；消费行为分析；顾客感知