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com
ScienceDirect

Energy Reports 8 (2022) 569–579

www.elsevier.com/locate/egyr

2022 International Symposium on New Energy Technology Innovation and Low Carbon
Development (NET-LC 2022), January 21 to 23, 2022, Kunming, China

Influencing factor analysis of household electric vehicle purchase

intention of HaiNan Free Trade Port under the background of
low-carbon lifestyle
Ya-Rong Yina , Yuan Lib ,∗, Yan Zhanga
a Ecological Economy Research Center, QiongTai Normal University, Haikou 570228, China
b Institute of Educational Big Data and Artificial Intelligence, QiongTai Normal University, Haikou 570228, China
Received 9 May 2022; accepted 17 May 2022
Available online 24 June 2022

Abstract
Hainan Free Trade Port Layout decided to gradually ban fuel-based vehicles so as to achieve the goal of carbon emission
peak by 2030, in 2021, HaiNan further required 100% use of new energy vehicles in official field. Therefore, as a complementary
job, it is important to recognize key factors that influence purchasing will of electric vehicles of local residents. The study
bases on field interviews and grounded theory, and we utilized qualitative analysis method to recognize four main scopes,
namely: risk perception, value perception, mental pressure and self-control that influence the purchase intention of the public
after three levels of notion encoding. Then a ridge regression model is built to get the relative weight of the factors, and we
adopted theory of planned behavior by integrating factor weights and categories extracted from qualitative analysis into the
TPB model so as to find psychological reasons of people’s choice, finding risk perception and value perception are dominate
features that influence public purchase choice. At last, targeted suggestions are put forward based on above results.
© 2022 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
Peer-review under responsibility of the scientific committee of the International Symposium on New Energy Technology Innovation and Low Carbon
Development, NET-LC, 2022.

Keywords: Grounded theory; Electric vehicle; Purchase intention; Theory of planned behavior; Communication psychology

1. Introduction
Greenhouse gas emission has become an important cause of global climate change [1], and energy consumption
is an important source of greenhouse gases emission [2]. China’s transportation energy consumption accounts for the
fastest growth of total energy consumption and carbon emissions in the past decades [3]. According to statistics from
the International Energy Agency (IEA), the transportation industry’s carbon emissions account for approximately
10% of China’s total emission [4]. On the other hand, with the fast increasement of income level and population,
China’s private car ownership have maintained an increasing trend for a relatively long period of time [5]. In this
∗ Corresponding author.
E-mail address: liyuan@qtnu.exmail.qq.com (Y. Li).

https://doi.org/10.1016/j.egyr.2022.05.125
2352-4847/© 2022 Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/
licenses/by-nc-nd/4.0/).
Peer-review under responsibility of the scientific committee of the International Symposium on New Energy Technology Innovation and Low
Carbon Development, NET-LC, 2022.
Y.-R. Yin, Y. Li and Y. Zhang Energy Reports 8 (2022) 569–579

context, the Hainan Free Trade Port, as a green development demonstration zone, clearly proposed to ban the sale
of fuel-based vehicles before 2030, and achieve the goal of 80 percent occupation in household vehicle filed by
2025 [6]. Although the promotion of electric vehicles in the Free Trade Port has acquired some initial achievements,
it is still challenging to achieve the above goals.

2. Literature review
Since 2010s’, there are plenty of domestic and foreign researches about the attributes of electric vehicles
and supporting infrastructure. Bunce, Mersky and others argued that the efficiency and availability of charging
infrastructure have an impact on consumer purchase will by affecting user experience [7,8]. Sun Xiaohua and others
believe that the decisive role is the price of the vehicle [9]. Xu Guohu et al. investigated the influencing factors of
new energy vehicle purchase decision and obtained five influencing factors including post-sales service and purchase
cost, etc. Beak’s research in South Korea found that the low acceptance of electric vehicles is mainly owning to the
lack of battery charging technologies and it is usually hard to meet consumers’ expectations of charging methods
and time latency [10].
In terms of government policy, Sierzchula et al. based on surveys and studies in more than 30 countries, concluded
that fiscal incentives can increase the penetration rate of electric vehicles [11], while Diamond found that the US
fiscal policy has a weak impact on electric vehicle sales [12], Li Guodong Et al. studied the policy combinations
of 87 pilot cities from 2014 to 2018, and believed that the subsidy policy of electric vehicles had a limited impact
on electric vehicle sales [13]. Li Xiaomin et al. believe that purchase and traffic restriction policy can effectively
promotes the value of electric vehicles in an over jammed city [14]. Clearly, policy factors have different effects
under different backgrounds.
As for consumers’ options are concerned, researches are mostly connected with the theory of planned behavior.
Liu Tengfei found that ecological values have a significant positive impact on the purchase intention of electric
vehicles by improving subjective attitudes [15]. Du et al. pointed out that subjective norms have a stronger influence
than other factors [16]. Then, some scholars introduced theories on the basis of planned behavior theory for in-depth
research. Yang Wujiang found that personal attitudes, moral obligations and self-identity have significant positive
influences on consumers’ purchase wills [17]. He and Chen conducted research from the perspective of consumer
perception effectiveness and concluded that consumers’ perception of the environmental performance of electric
vehicles has a positive correlation with purchase intention [18]. Wang Ying et al. found that there is a significant
negative correlation between risk perception and purchase intention [19].
It can be seen that scholars at home and abroad both conducted detailed researches on the attributes of electric
vehicles, supporting infrastructures, and policies. The research from the consumer’s point of view mainly focuses on
the factors that are positively related to the purchase intention, while study on negative sides is comparatively weak.
However, current low electric vehicle acquisition rate illustrate that negative factors related to purchase intention
are playing a major role, unfortunately, they are not fully studied. In this article, we took Hainan Free Trade Port
as background, and constructed a model about influential factors of household electric vehicle purchase intention
based on grounded and planned behavior theories, and then we determined key factors that influences purchase will
by combine using risk and value perception theories of communication psychology.

3. Research methods
3.1. Grounded theory

Grounded theory is a method that utilizes qualitative research method - a systematic way to collect and analyze
data, it derives conclusion from research data via a bottom to top process so as to establish a theory. Grounded
theory does not put forward theoretical hypotheses before the investigation, it emphasizes the importance of data
analysis and tries to discover the relationship between categories through experience summarizing and conception
refining from the survey data, and ultimately promote them to theories.

3.2. Theory of planned behavior

The Theory of Planned Behavior (TPB) was proposed by Ajzen in 1985 based on the theory of rational behavior
theory. It emphasizes internal and external causes that leads to certain behavior, and it is used to explain the
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relationship between attitude and behavior [20], which makes it an important theory in the field of behavioral
sciences. TPB greatly improved the explanatory power of behaviors sciences [21] and the theory includes three
major variables: behavior attitude; subjective norms and intuitive behavior control.

3.3. Consumer risk perception and value perception theory

• Consumer Risk Perception Theory

Risk perception originated in the field of psychology study, and was introduced into the study of consumer
behavior by Harvard professor Bauer in 1960 [22]. Risk perception refers to the possible risk and the degree of risk
that consumers perceive before making a purchase decision [23]. Later on, it was improved by follow scholars, in
1972, Jacoby et al. divided consumers’ perceived risk into five types, namely: physical risk, financial risk, social
risk, functional risk, and psychological risk [24], which is widely recognized. After more in-depth research, Murray
et al. suggested to add time risk to the above five dimensions [25].
• Consumer Value Perception Theory
In 1954, Drucker proposed in his research that consumers not only buy products or services, but obtain
corresponding value through economy activities [26]. Since then, scholars made thorough studies from different
perspectives, and the widely used theories include consumer transfer value theory, consumer value hierarchy theory
and consumer value perception theory etc.
The theory of consumer perceived value is proposed by Zeithaml, who believes that consumer perceived value
is the benefit that can be perceived by consumers when a purchase behavior occurs besides the benefits can be
obtained from products or services [27]. On the basis of Zeithaml’s research, Dodds divides consumers’ perceived
value into perceptions of value gain and perceptions of value loss [28].
• Ridge Regression
Ridge regression is a biased estimation regression method, it is specially used for collinear data analysis.
Comparing with normally used least square fitting, ridge regression adds an L2 regularization term as penalty in its
loss function, by abandoning the unbiased nature of the least square method, ridge regression reach model equation
with slightly worse result but more realistic regression coefficient at the cost of losing some accuracy, and it can
minimize the influence of overfitting, the loss function ridge regression is:
⎡ ⎤
n m
1 ⎣∑ ∑
loss (θ ) = (θ xi − yi )2 + λ θ j 2⎦ (1)
2n i=1 j=1

And it can be deduced that θ can be calculated by the following equation:

θ = (X T X + λI )−1 X T y (2)

4. Research design
4.1. Data acquisition

This article conducted a random one-on-one interview to 307 visitors in the 13th Auto Expo of Hainan Province
on November 6–8, 2020. Questionnaires were distributed and recordings were performed on the basis of the
interviewee’s consent, the interview in general last 5 to 8 min per person, then the answer sheets and original
materials were gathered for analysis.

4.2. Data processing and modeling

This article uses Nvivo to process and analyze the interview data. Coding is an important procedure in Nvivo,
researchers organize data into themes, create concepts and categories, and then concepts and categories are used
for analysis. And step-by-step, the researchers break through from the details of the original materials, think at a
higher level, and move towards theory via generalization. The main coding process includes: Open coding, Axial
coding and Selective coding.
Open coding is done by coding the original interview data word by word, each time a coding point appears in
the interviewee’s expression, it is encoded and coded only once, thus forming the initial concepts. Then, concepts
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Table 1. Open coding, Initial concepts and initial categories.

Original interview materials Initial concept Initial category
Cannot travel far enough after a recharge. . . . . . Short cruising range
Unclear labeling of driving range. . . . . . Unclear of driving range Battery life
Driving range shorten as time goes on. . . . . . Shortening driving range
Have to replace battery after a short span. . . . . . Battery lifespan
Battery lifespan
Anxious of damage during heavy rainfall Battery damage after soaked
It is reported EVs are prone to spontaneous combustion . . . Battery catch fire
Battery self-ignition
It is heard an EV exploded in Beijing recently. . . Battery explosion
EVs are more expensive than traditional vehicles. . . Vehicle is expensive High price of vehicle
Valueless when resell. . . . . . Low hedging rate Low hedging rate
Cost of changing batteries can buy a car. . . . . . High cost of battery change
Battery replacement cost
Major cost of vehicle is battery . . . . . . High cost of battery
Lots of cars immersed after a heavy rainfall. . . Damage after soaked Risk of immersion
Need investment to install charging points. . . . . . Cost of private charging points Inconvenience of recharging
Lots of charging points are broken and some of them are not Broken public charging points
powerful enough. . . . . . Hard to find charging point
Cover vast distance to find a charging point. . . . . .

Have to wait for more than half an hour to wait at charging Take too long to recharge Charge time
station. . . . . .
Need 6–8 h to get fully charged, quick charge is harmful to
battery. . . . . .
Incapable technician in service center . . . . . . Not enough technician . . .
Post-sale service
Waited for more than a month after ordering battery and Long wait time for accessories. . .
accessory in service center. . . . . .
Far cheaper than gas-based vehicles, and cost only 0.1yuan per Low unit running cost Running cost
km. . . . . .
10,000 Subsidy from local government . . . . . . Purchase subsidy
Tax and fiscal policy
Exempt from purchase tax . . . . . . Exempt of purchase tax
Easy to drive . . . . . . Easy to control
Stable and comfortable . . . . . . Comfort
Driving experience
Powerful and quick start . . . . . . Powerful
Highly intelligent . . . . . . Intelligent
EVs are more friendly to environment . . . . . . Environmental friendship Environment friendly
Uncle told me I would regret to buy EV . . . . . . Negative attitude of friends
Do not allow EV to access some areas . . . . . . Social negation Public opinion
Community do not allow to install recharge points . . . . . . Negative attitudes from organization
Do not need to lot license plate . . . . . . exempt from lotting license plate Exemption of license lotting
...
Much more expensive than I had expected . . . . . . Budget Family income

with low frequency and inconsistency were deleted, and 17 initial categories such as: charging time, battery life,
and driving experience were extracted, as shown in Table 1.
Main axis coding is to extract higher-level main categories based on the relationship between the initial concepts,
and lay the foundation for further improvement of the theory. Six sub-categories are recognized based on the
common characteristics of each initial concept, and they include: security risk, financial risk, and time risk etc.
Then, level three coding, selective coding is performed by analyzing the association and logical attributes between
these sub-categories, and we got four main categories after selective coding, and the results are shown in Table 2.
Selective coding is adopted to further explore the connections between main categories so as to dig out the
dominant core categories, hence forming a complete story line of household electric vehicles in Hainan Free Trade
Port.
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Table 2. Main categories after selective coding.

Initial category Sub-category Main categories
Family income Finical risks
High price of vehicle Risk perception
Battery replacement cost
Low hedging rate
Battery life Use risks
Inconvenience of recharging
Charge time
Post-sale service
Battery lifespan Safety risks
Battery self-ignition
Risk of immersion
Running cost Profit perception
Value perception
Environment friendly Emotional perception
Public opinion Mental pressure Mental pressure
Tax and fiscal policy External control
Self-control
Exemption of license lotting
Driving experience Internal control

4.3. Code saturation test

We used the rest one third of original interview data to re-encode and refine concepts. And no new concepts and
categories other than above-mentioned categories were found, nor logical relationship other than above-mentioned
relations between categories. So, a conclusion can be made the theoretical model constructed above is saturated and
can be used for grounded theory study.

4.4. modeling influencing factors of purchasing intention

In order to understand the reason why some interviewees choose green-energy cars while others not and acquire
the weight of each factor that influences public choice, we use data collected from questionnaires and choose all
features from the initial category so as to build a linear regression model to fit these data along with the interviewees’
choices about electric vehicles.
First, the users’ choices are quantified, then data clean is applied by removing records that information was not
fully collected, and we got 301 rows of data after the process. After that, a sample weight parameter was applied
to counter the imbalance distribution of the dataset since there are 251 interviewees selected oil-powered vehicles
and only 50 ones chose electric vehicles. Later on, Chi-square test is utilized to test significancy of each feature
as most of the features are discrete variables. In order to recognize relative importance of factors, we used ridge
regression model to fit the data along with the people’s choice about electric vehicles with coefficient normalization
selected. The chi square value, the coefficient parameters as well as ROC curve and Precision–Recall curve of the
model are shown as below: (see Table 3).
And the accuracy score, recall, precision score and F1 score are respectively: (see Table 4).
It can be seen from Fig. 1 that the area under the orange ROC curve is 94 percent, which means the model fits
well, and the green Precision–Recall line occupies an area of 0.84, which means the imbalance did not influence
the model very much.
The freedom of Chi test is 16, so threshold of p = 0.05 is 26.3, which means we should accept the initial
hypothesis and Battery Replacement Cost, Low Hedge Rate, Battery Self-ignition, Running Cost, driving experience,
Tax Policy, Exemption of License Lotting are significant with people’s choice of electronic cars, while the other
features are not significant. Among these key variables, Running Cost and Driving experience are most important,
and a government policy: Exemption of License Lotting, also take the third position in influencing public choice.
Surprisingly, public opinion about electric vehicle is still negative and many interviewees reported that they have
limited access to information about electric vehicles.
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Fig. 1. ROC curve and PR curve of the model.

Table 3. Chi test and coefficient values of the factors in the model.
Feature Chi square coef_
Vehicle price 22.997 −0.054
Battery cost 34.459 −0.062
Low hedge 27.194 −0.066
Battery life 14.072 −0.012
Recharge difficulty 16.769 −0.048
Charging time 20.471 −0.07
Post-sale service 0.784 0.028
Running cost 78.666 0.262
Battery lifespan 9.096 −0.005
Self-ignition 28.345 −0.059
Immerse risk 0.028 0.008
Family income 0.02 0
Public opinion 4.914 −0.042
License lotting 79.642 0.259
Tax policy 62.352 0.107
Driving experience 116.221 0.269
Env friendly 8.839 0.113

Table 4. Model evaluation table.

Accuracy Precision Recall f1
0.9341 0.9639 0.7857 0.8449

According to theory of planned behavior (TPB), people’s intention and behavior are affected by attitudes,
subjective norms, and perceptual behavior control. The sub-categories we built from grounded theory can be
integrated into the frame of TPB, and a Standard Factor Effectiveness of each category can be calculated by
accumulating product of number of people related and the category and the weight of the factor:
m
∑
S F E cat = wsub−category × nprsub−category (3)
i=1
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where wsub−category is the weight of the category, it is provided as coefficients of our model, and nprsub−category is
normalized number of interviewees who mentioned the problem during interview, it reflects the ratio people who
believes the factor is important, and m is the number of subcategories in the scope. Finally, a diagram that leads to
public purchase intention can be drawn as Fig. 2:

Fig. 2. Research model on the influencing factors of consumers’ household electric vehicle purchase intention.

5. Research results and analysis

5.1. People’s purchase attitude towards electric vehicle

It can be generalized from Fig. 2, the overall influence to public purchase behavior is negative, so there is still
distance for the public to accepted electric vehicles. Among the factors that lead to the result, purchase attitude is
the most influential, and it consists of a negative part: risk perception and a positive part: value perception. The
second goes perceptual behavior control and it is a positive motivator for people to choose electric cars. While the
third factor, subjective norms take a slight negative role in influencing customer’s attitude. In conclusion, people’s
purchase attitude towards electric vehicle is gradually improving, but remains negative.

5.2. The influence of purchase attitude factors

• The impact of risk perception on purchase attitude

Risk perception has a negative impact on the purchase attitude of potential consumers. It contains finical risks,
use risks and safety risks. Three most influential factors in these categories are: Battery replacement cost, Low
hedging rate and battery Self-ignition, after years of development, these factors are still key points that people
pay great attention to. According to statistics, 27% interviewee reported costs of batteries replacement and the low
value retention rate made them feel hard to choose electric cars. On the other hand, safety risks mainly concern
battery spontaneous combustion. In the study, about 70% of interviewees reported anxious about battery self-ignition.
However, statistics show that China’s new energy vehicles self-ignition rate in 2019 and 2020 are 0.49 in 10,000 and
0.26 in 10,000 respectively, while the rate for gas-based vehicles is 1–2 per 10,000 in the same period, which is 2–4
times than that of electric vehicles [29]. The huge deviation between the security risks perceived by consumers and
the objective facts fully illustrated the “screaming effect” and “bad news rule” of communication psychology [30].
Secondly, with the continuous popularization of electric cars, most people have reached a consensus on certain
aspects of the electric vehicles, according to the coefficients we got from the model, most factors in risk perception
showed the characteristic of relative low weight but high influences. For an example, battery charging time get a
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weight −0.070, but it 61 interviewees expressed concern about the problem in the investigation, reflects certain
concern from the public.
• The influence of consumers’ perceived value on purchase attitude
Economic benefits perceived by electric vehicle users include running costs and emotional perception, that is, a
person’s belief of using green-energy powered vehicles is more environmentally friendly than fuel-based ones. Both
factors are supportive in using electric vehicles, especially running cost, almost 32 percent of purchasing behavior
can be credited to low running cost of electric cars, and it is estimated electric car’s cost of a hundred kilometer
is only a quarter to a third of that of fuel vehicles. As for environmental protection awareness, only a fraction of
interviewees (4.6%) showed the positive attitude in the interview, which indicates it is still a problem as to how to
strengthen the cultivation of public environmental awareness.

5.3. The influence of subjective norms

The subjective norm refers to the external pressure that consumers feel when deciding to buy electric vehicle, it
is mainly affected by public opinions. During the investigation, many visitors report that there is no effective way
to obtain information about electric vehicles, and they do not know much about electric cars. We investigated the
channels that interviewee access information in the questionnaire, and the result is shown in Fig. 3. It is clear that
the proportion of electric vehicle users using new media is higher than fuel-based vehicle clients at all ages.

Fig. 3. Channels of electric vehicle users access information vs. Fuel-based vehicle users.

5.4. Perceptual behavior control

Perceptual behavior control refers to the difficulty that consumers perceive when buying electric vehicles, and it
involves two aspects: internal control and external control [31]. The external control focuses on the social forces,
such as the government’s policies like license lottery policy and tax and fiscal policy. While internal control mainly
comes from driving experiences. All three factors are all significant with the target variable — the purchase behavior.
Comparing with traditional cars, electric vehicles enjoy advantages of more powerful, modernization and intelligent,
has become a major selection of the young customers. Free of license lotting helps more people to get a car quickly
in the city and fiscal subsidy allows consumers to get direct financial support or tax exemption, which is a leverage
to financial risks.

6. Discussion and suggestion

6.1. Discussion

We combined grounded theory and the theory of planned behavior to study household electric vehicle purchase
intentions under background of HaiNan Free Trade port. A regression model was built to recognize the significance
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of each factor, then we integrated the weights of the factors into TPB and found key factors that influence the public
choice about electric vehicles, the study found:
• People’s purchase will improve in recently years, but remains negative, the incentive factors are becoming
powerful, but influences are still limited.
• The purchase attitude is jointly affected by consumers’ perceived risk and perceived value. Three most
influential factors are: Battery replacement cost, Low hedging rate and battery Self-ignition, and they are
all negative impact on the choice of electric vehicles.
• Subjective norms reflect the influence of external pressure on consumer decision-making. The information
channels and the opinions of others in the consumer’s social circle have certain influence on their social
behaviors, thus imposed a negative impact on the formation of consumers’ willingness to buy household
electric vehicles.
• Perceived behavior control includes internal conditions and external conditions. The policy of license plate
exemption and fiscal subsidy stimulates consumers’ willingness to buy, moreover, driving experience is
becoming an important reason for customers’ choosing electric vehicles.
Customers’ purchase intention of is determined by consumer’s attitude, subjective behavioral norms and
perceptual behavior. Costumer’s decision is usually a compromise between various aspects, though the social
environment is improving, it is still undeniable that purchase attitude of customer outweigh the other two factors
in term of purchase will of electric vehicles.

6.2. Suggestions

• Propagate reasonably so as to improve the public cognition of electric vehicles.

Government and enterprises should do more on objective propagation of electric vehicles through various
channel, especially online platforms, such as: foams, websites and car-related apps, since they attract more potential
consumers and spread more efficiently than conventional ones. Objective propagation could help the society to form
a positive image of new energy vehicles so that it can become a leverage of public anxiety about safety issues.
• Increase supportive policies and improve charging infrastructures.
Most of the interviewees reported that charging facilities are hard to obtain and use. The government should
formulate policies to increase the deployment of recharging facilities, unify charging apps and support building of
private charging stations, etc. Clearly, these measures can significantly reduce the public’s risk perception. Besides
fiscal subsidy and tax policies can reduce the economic pressure on consumers, so extend these policies to an
appropriate time of span should be taken into consideration.
• Improve the performance of electric vehicles and cut down costs.
Compared with fuel vehicles, current in season electric vehicles do have technical problems such as limited
drive range, short battery lifespan. To this end, car companies should invest continuously in R&D fields and try
to improve the performance and safety of electric vehicles. On the other hand, government can play more positive
roles in guides capital investment in the very field. In addition, cut down sale price to meet customer’s budget,
decrease maintenance costs and improve service standards are ways to and eliminate public worries.

7. Conclusion
Based on the grounded theory and the theory of planned behavior, this paper studied factors that influence
consumers’ intentions of purchasing electric vehicles under the background of Hainan Free Trade Port. We found
risk perception, value perception, mental pressure and self-control are four driving forces that influence the public
choices about electric vehicle purchasing, and the low market share of electric vehicles can be credited to the
dominance of risk perception factor, therefore, reducing its impact should be regarded as an effective method to
increase the sale of new energy vehicles. In view of above results, suggestions to improve purchase will are put
forward at the end of the article. Undoubtedly, data collection of the study is still limited, and some variants such
as: local climate, economic levels between different regions are not covered in the study, and these fields are also
directions in our future improvement.
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Declaration of competing interest

The authors declare that they have no known competing financial interests or personal relationships that could
have appeared to influence the work reported in this paper.

Acknowledgments
This work was financially supported by Hainan Provincial Natural Science Foundation of China (2019RC248)
and Foundation of QiongTai Normal University, China (qtyb201916).

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