Analysis on Consumer Behavior of New Energy Vehicles Based on Means-End Chain Model

Factor analysis and Canonical correlation analysis were used to explore the relationships among attributes, benefits and values of vehicle when consumers consider their new energy vehicle consumption. The research findings indicate that consumers pay great attention to the appearance and comfort, security, technology, publicity and economic efficiency of the new energy vehicle when they purchase new energy vehicle, in order to acquire the benefits of the function consequences, social psychology consequences and environmental protection consequences. Consequently, the consumer can achieve the value composed of respected value, perception of affiliation and family love. This research extends the application fields of the means-end chain, and provides some implications for the practice of the new energy vehicle marketing.