| Summary: | At present, electric cars are being developed rapidly in China as emerging carbon emission reduction vehicles, but their proportion in the Chinese automobile market is still small, and a large number of potential consumers are still holding a wait-and-see attitude. Therefore, for the sake of promoting the further development of electric cars in China, this paper based on the TPB (Theory of Planned Behavior) theoretical research framework, investigates potential consumers in typical areas of Beijing and collects a large amount of data through the design of paper and electronic questionnaires. SEM (Structural Equation Modeling) and MNL (Multinomial Logit Model) models are used to analyze key factors affecting consumers’ purchase intention and actual purchasing behavior. The results show that the positive and negative attributes of consumers’ attitude, subjective norm, and perceived behavior control will have different effects on consumers’ actual purchasing behavior. Finally, based on the analysis results, some reasonable suggestions are proposed for the government and EV (Electric Vehicles) enterprise service providers to increase electric vehicle diffusion.
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