The decision making analysis of consumer purchasing willingness of electric vehicle decision on green energy industry

Abstract

[[abstract]]As global warming leads to abnormal weather conditions and the shortage of natural resources, it is a trend to develop the “Green Industry”, especially the transportation closely related to human lives. Due to the short life cycle of high-tech products and technology changes with each passing day, companies need to come up with new ideas without end. Except for developing new products rapidly, companies should design those products with well-appointed functions. Last but not least, positive brand fame and good advertisement leads to significant increase on sales. This research probes into the global electric vehicle industry and the strategies of how consumers purchase electric vehicles. The research is conducted through questionnaires and the samples are consumers who have steady income and are picked up through a lucky draw on the internet. The questionnaire tests subjects of four dimensions---brand, geography, functions and price and use AHP to analyze the strategies subjects used to purchase electric vehicles. It turns out that the price is the main concern among consumers. In order to increase the purchasing willingness, companies have to overcome the problem of high cost of batteries in electric vehicles. Another factor consumers concern is geography. With the restriction of time and distance an electric car can last, to increase the amount of charging stations and make the law will increase the purchasing willingness of electric vehicles