what limitation multiattribute model have to predict consumers?

Analysis on the Evolution of New Energy Automobiles in China Using Multi-Aspect Attitude Model ()

Huiyuan Han, Xiaomin Gu^two*, Ye Chen¹
The Glorious Sun School of Business and Management, Donghua Academy, Shanghai, China.
The Glorious Sun School of Business and Direction, Donghua University, Shanghai, Communist china.
School of Fiscal Technology, Shanghai Lixin Academy of Accounting and Finance, Shanghai, China.
DOI: 10.4236/me.2019.1012151   PDFHTML XML 286 Downloads 932 Views Citations

Abstract

The development of new energy automobiles has get the consensus of all countries in the world. With People's republic of china's oil dependence on foreign countries gradually inbound the warning line, the oil consumption of the machine industry has reached more than one/3 of the total consumption. So, developing new energy automobiles is an of import measure to alleviate the national oil shortage and reduce the dependence on foreign oil. Using the multi-attribute mental attitude model of consumer behavior, this paper compares the new free energy automobiles with the traditional vehicles, and constructs a comprehensive evaluation model of consumers' attitude towards car consumption. The research shows that: in cities with loftier economic development level, consumers' preference for vehicle license plate will promote their selection to buy new energy automobiles; and in cities with full general economical development, consumers' preference for new energy automobiles is mainly because of a lower cost. Based on this, we then put forrard some countermeasures and suggestions, such as innovating the marketing way of new energy automobile development, improving the core technology of new energy automobile and authorities investment.

Share and Cite:

Han, H. , Gu, X. and Chen, Y. (2019) Assay on the Development of New Energy Automobiles in China Using Multi-Attribute Attitude Model. Mod Economy, 10, 2393-2404. doi: ten.4236/me.2019.1012151.

ane. Research Background

At nowadays, China is stepping into the new normal of economy. As a large land of automobile industry, with the gradual slowdown of automobile production and sales in recent years, China'south automobile industry is also facing transformation and upgrading. Energy saving and new energy automobile project has been one of the top x fundamental development areas of "made in Prc 2025", and the national energy saving policies and regulations are inclined to new free energy automobiles. With the continuous evolution of social technology and the enhancement of people's awareness of environmental protection, new free energy automobiles characterized by energy conservation and environmental protection gradually enter the public'southward vision. No matter the government departments, car manufacturers or relevant academic departments, they are all very supportive of the sales and use of new free energy automobiles, merely the market state of affairs is not up to expectations. In the critical period of People's republic of china'due south economic transformation, how to break through the development barriers of market promotion and realize "Innovation driven development strategy" has become a major problem for the development of new free energy automobiles. In recent years, with the farther evolution of society, the new energy automobile industry has gradually attracted the attention of researchers, and more and more related research results announced. However, most of the researches concern national policies and corresponding technology innovation, with relatively little attention paid to the consumer market. Consumers are the main body of the marketplace, and their attitudes and tendencies affect the development direction and the tendency of the new energy automobile market. Therefore, from the perspective of consumers, information technology is of cracking significance for the future development of new energy automobiles to explore the factors that affect consumers' purchasing decisions.

2. Literature Review

The multi-attribute attitude model originated from the field of consumer behavior, which was proposed by Fishbein in 1963, also known as the Fishbein model. This model originated in the United states of america and has been used to explicate the purchase behavior of a wide range of products. The model shows that man's explicit beliefs cannot exist separated from individual intention, which is directly driven by consumer emotion (mental attitude). Without emotion, there volition be no consumption behavior. In recent years, this model has been used in the research of consumption behavior in various fields. Jasuli uses the multi-attribute attitude model to written report the students' mental attitude towards east-learning, and determines the leading attribute of students' use of online learning, and obtains the result of students' attitude towards online learning is positive [1]. Chong & Yukyeong uses Fishbein model to measure the attitude of java companies to VMD, investigate the human relationship between consumers' mental attitude to brand and buy intention, and brand suggestions for the company'southward marketing strategy [2]. Chen Guoqiang uses the multi-attribute attitude model to calculate the attitude of Higher Students' Sunshine Physical exercise, which provides reference for improving the overall physical quality of college students [three]. Wassenaar et al. determined 1096 consumers and 310 non consumers' attitudes towards game meat through online survey. The results showed that: when deciding to eat game meat, usability, sensory characteristics, ethics of game meat production and health benefits were considered important [4]. Maryani takes Makasa social traditional wellness center and Kolomadukarangal public health center as examples to clarify consumers' attitudes towards the attributes of scientific herbs [five]. Chen Rongzhang used the multi-aspect attitude model to make a comprehensive evaluation of the consumers' mental attitude towards the second-paw car dealers [6]. This paper will use multi-attribute attitude model to measure consumers' buy intention of new free energy automobiles.

3. Development of New Energy Automobile Industry

iii.1. Overview of New Energy Automobiles

China's new energy automobiles mainly include three categories: Blade Electric Vehicles (BEV), Hybrid Electrical Vehicles (HEV) and Fuel Jail cell Electric Vehicles (FCEV). Due to young technology and limited conditions, fuel cell vehicles are not fully promoted in Cathay (Table 1).

According to the evolution plan for "energy saving and new energy automobile industry (2012-2020)" formulated by the Land Council, "past 2020, the production capacity of blade electric vehicles and plug-in hybrid electric vehicles will attain 2 million, and the cumulative product and sales book will exceed five 1000000. The fuel prison cell vehicles and hydrogen energy industry will develop synchronously with the international industry." Now, bract electric vehicles and plug-in hybrid electrical vehicles are comprehensively promoted in cities with more than adult economy in Prc. Through the national and local energy-saving subsidy policies, the purchase cost of new energy automobiles is reduced; and in cities with limited purchase of vehicles, the restriction of buy of new energy automobiles are liberalized to attract more than buyers and promote the sales.

3.ii. Production and Sales of New Energy Automobiles

With the back up of national policies, the production and sales of new energy automobiles are increasing year by yr. Since 2005, the production and sales of new free energy automobiles in China have shown an obvious upward tendency, with an average almanac growth rate of more than 30% [7], indicating a broad prospect in promoting the use of them. From 2013 to 2018, Mainland china's new energy car industry shows a benign development tendency, as shown in Effigy 1. However, the new energy automobile market place is still in the initial stage of development. Compared with foreign market, in that location is notwithstanding a big gap in its development. In 2013 alone, the sales book of new energy automobiles in the United states reached 96,000, while Tesla alone sold 18,700, which was more than than the total volume of new free energy automobiles in China. In 2018, with the rapid evolution of new energy vehicles, the U.s.a. car marketplace delivered 360,800 vehicles in the whole year, which has reached an 81% growth rate; amongst them, Tesla has been

Table 1. Introduction of three categories of new energy automobiles.

the largest contributor to the growth of the sales since its mass production, and accounting for half of the Usa electric vehicle marketplace. Communist china notwithstanding has a long way to go to realize the mission of "overtaking on the curve" in the automobile industry.

3.3. Electric current Development Bug of New Energy Automobiles

As a long-term independent vehicle enterprise with "i leader" in the domestic new energy market place, BYD's operation in the starting time quarter of 2018 surprised the marketplace. Data shows that in the starting time quarter of 2018, BYD'due south net turn a profit was 102

Effigy 1. Production and sales of new energy automobiles in China in 2013-2019. Information sources: People's republic of china Association of Auto Manufacturers (CAAM) [8]. Note: The higher up new energy automobiles mainly include Blade Electric Vehicles (BEV), Hybrid Electric Vehicles (HEV) and Fuel Cell Electrical Vehicles (FCEV).

million yuan^ane, which is 83.09% lower than the same period last yr. The bigger trouble is that the government subsidy received in the first quarter is up to 640 million yuan. If the subsidy is lost, BYD may accept a big loss. BYD'south marketplace value has been profoundly reduced due to poor functioning, with the highest reject of well-nigh seventy billion in the past five months. Not just did BYD fall, but other car companies with new free energy automobile business concern also experienced different degrees of underground sliding. In the get-go quarter of 2018, the net turn a profit of Yutong Jitney dropped 67.4% year on year, that of Zhongtong passenger vehicle dropped 97% year on twelvemonth, that of Ankai bus dropped 252.39% year on year, and that of Jianghuai auto dropped 181.vii% year on twelvemonth^two.

The master reason for the collective decline of new energy auto enterprises is the decline of new free energy automobile subsidies. According to the "notice on adjusting and improving the financial subsidy policy for the promotion and application of new free energy vehicles" issued by the Ministry of finance of the people's Republic of China in February 2018 [ix]: From 2018, the subsidy fund for the local purchase of new energy automobiles has been gradually converted into supporting the construction and operation of charging infrastructure, the utilise and operation of new energy automobiles and other links. In 2018, the subsidy intensity of the new deal will be further reduced. Co-ordinate to the unlike endurance mileage of automobiles, the number of changes will be dissimilar (see Tabular array 2 for details).

It can be seen from the table that the subsidy in 2018 has three changes compared with that in 2017: 1) The subsidy for low endurance mileage models is reduced. 2) The subsidy for models with an endurance of less than 300 km is reduced. iii) The subsidy for models with an endurance of more than 300 km is

Table 2. Comparison of new and old subsidies for new energy automobiles.

Subsidy corporeality of single vehicle = mileage subsidy standard × adjustment coefficient of free energy density of battery arrangement × aligning coefficient of vehicle energy consumption.

increased. The reduction of government subsidies has led to a sharp pass up in the profitability of enterprises, which has as well led to a pass up in marketplace share. At the same time, the withdrawal of government subsidies makes the problems in the evolution of new energy automobiles emerge one past one, which is the ultimate reason for the refuse of market share.

In add-on, Mainland china's new energy R&D started relatively late, the progress is behind the adult countries, and there is a lack of technology. The technical problems are mainly reflected in three aspects: first, the cadre applied science needs to exist improved; second, the investment in technology is insufficient; third, the lack of new energy engineering talents.

ane) Inadequate R&D in cadre technology. Taking the power battery applied science equally an example, compared with Nippon, Republic of korea and the United States, at that place is a certain gap in the energy density, cycle life, grouping reliability and thermal direction of domestic power batteries. Cadre technologies such as high specific energy power batteries are still the master bottleneck restricting the development of new energy automobiles in Red china, and the chief products are mostly depend on strange technology. There is a big industry take a chance due to the lack of independent and controllable ability battery industry chain.

2) Inadequate uppercase investment. The evolution of new energy auto manufacture requires a lot of basic investment, such equally vehicle maintenance network, battery research and charging network. At this phase, the new energy automobile enterprises are far from enough to invest in applied science, but simply expand production chapters, and the phenomenon of low-level repeated construction is intensified.

3) Lack of technical talents. As a new technology industry, it has non cultivated talents in many aspects, such as talents needed for cardinal parts of the motorcar, talents for research and development of new materials, and people to ensure basic cognition construction.

4) Backward infrastructure. Now, the structure of charging facilities cannot see the goal of coordinated development of vehicle piles. Since 2016, China's new energy auto charging infrastructure has made rapid development. According to the statistics of China electric vehicle charging infrastructure promotion alliance, the total number of public charging infrastructure (reported by member units of the alliance) in 2017 was 213,900. However, compared with the market place need of new energy automobiles, by the end of 2017, the number of new energy automobiles in China had reached 1.729 million. It tin be seen that the current charging infrastructure still has problems such as insufficient number of charging piles, unreasonable layout and inadequate maintenance, which has become the clogging of the development of new free energy automobile industry.

4. New Free energy Automobile Evaluation Model Structure and Research Design

And then, with the rapid evolution of new energy automobiles, are consumers' attitudes and purchase intentions affected by their own characteristics or market environment? In the post-obit, we volition use the multi-attribute attitude model of consumer behavior to comprehensively evaluate the attitude of automobile consumers based on consumers' experience of traditional automobiles.

4.1. Variable Setting of the Model

The model in this newspaper assumes that the attitude of consumers towards the attitude object (i.e. the new free energy car discussed in this newspaper) depends on their evaluation of multiple attributes of the object. The multi-attribute mental attitude model derives a method to measure the overall attitude of consumers by obtaining specific beliefs and integrating them, which is used to predict the attitude of consumers towards the object. The three variables of the model are:

one) Attributes: are the characteristics of attitude objects. Researchers identify the attributes which most consumers consider when evaluating attitude objects.

2) Beliefs: are the cognition of specific mental attitude objects (usually related to other attitude objects). Belief measurement is to evaluate the degree to which consumers' perceived objects take certain attributes.

iii) Importance weights: reverberate the relative importance of an attribute to consumers. Although people recall that mental attitude objects take many attributes, some of them are more than important than others, then they are given more weight.

Based on these three factors, we can summate the overall evaluation of the transaction subject. The formula is equally follows:

$A_b={\displaystyle \sum }_1^{\mathrm{northward}}{\mathrm{Westward}}_i{X}_{ib}$

In the formula, $A_b$ is the mental attitude of the consumer towards a sure type of car b. $W_i$ gives the weight of attribute "i" to the consumer. $X_{ib}$ is the attribute of the consumer towards brand b, and "n" is the number of attributes considered.

4.ii. Research Pattern

New energy automobiles are new products, their futurity evolution and marketplace promotion cannot exist separated from the authorities's policy back up, and consumers volition likewise consider the government'southward policy tendency when purchasing new free energy automobiles. Many scholars also pointed out that consumers' green consumption is affected by external intervention factors, among which government policy is a very important factor affecting consumers' dark-green depression-carbon consumption behavior. Based on this, this paper uses the method of questionnaire survey to send questionnaires to potential car buyers in dissimilar industries and historic period groups.

1) The pattern principle of questionnaire

The questionnaire design follows the principles of systematization, scientificity and convenience, and divides the content into four parts: The first office is the attitude of the respondents to the regime, the environment and the use of their vehicles. The second role is the attitude and agreement of respondents to new energy automobiles, as well every bit compared with traditional vehicles. The 3rd part is the factors that influence the respondents to buy new energy automobiles. The fourth role is the basic information of interviewees.

In the investigation of new energy vehicle purchase attitude, Likert calibration 7 is used to quantify the attitude of new energy automobiles. These figures simply represent the differences in attitude levels. For the convenience of statistics and comparing, they take no absolute deviation in value and no significance of fixed value. In terms of investigating consumers' opinions on relevant problems, taking the questions of ecology module equally an instance, the questionnaire has designed iv options: "Environmental bug are closely related to me", "I am worried about global warming", "Renewable energy should be actively explored" and "I know a lot about environmental bug". The respondents are asked to assign values from 1 to 7, amidst which, "1" represents unimportant, "7" represents very important.

2) Reliability and Validity

In the survey, Shanghai and Wuxi are selected as the representative cities with more developed economy, and Zhengzhou and Kaifeng are selected as the representative cities with less adult economic system. A total of 320 questionnaires were distributed to consumers in Shanghai global port business district, Wuxi Vientiane City Business District, Zhengzhou Erqi square business district and Kaifeng Gulou business organization district, 312 of which were really recovered, 303 of which were valid and the effective rate was 94.7%. There were 196 males and 107 females, 72 in Shanghai, 77 in Wuxi, 75 in Zhengzhou and 79 in Kaifeng.

So nosotros use Excel and spss22.0 to deal with the collected constructive data. The Cronbach'south alpha is 0.785, which shows the reliability is within the adequate range. Kmo value is 0.738, which is more 0.v, Bartlett test upshot p value is less than 0.05, the validity of the questionnaire passed the exam. At that place was no significant departure in the score exam results of men and women (P > 0.05), also no significant difference in the exam results of economically developed cities and less developed cities (P > 0.05). And there was no significant divergence in the purchase mental attitude level of new free energy automobiles between economically developed cities and less developed cities.

five. Research Results

5.1. Determination of Variables of Evaluation Model

After assay, nosotros found that when consumers purchase new energy automobiles, they mainly consider 5 factors: cost, performance, license plate preference, environmental impact, authorities participation and afterward-sales service.

Based on the results of the questionnaire survey, the following assignments are given to attribute "i" of the multi-attribute attitude model and the weight ${\mathrm{Westward}}_i$ assigned to each attribute, equally shown in Table three.

According to statistics, combined with the semantic difference scale, consumers' behavior about each attribute are shown in Tabular array iv.

5.ii. Evaluation Effect

The result is shown in Table 5. It tin can exist seen that consumers are more satisfied with the price of new energy automobiles, license concessions, environmental protection and authorities support. For the preferential policies of license plates, in the cities with higher level of economy, have Shanghai as an case, co-ordinate to statistics, almost 75% of consumers cull to buy new free energy automobiles for a Shanghai license plate, while in the cities with full general level of economic system, people are more sensitive to the price of new energy automobiles. Consumers' evaluation of vehicle operation and after-sales service is not much dissimilar from that of traditional vehicles. So although many countries take long realized that new energy automobiles should exist used to supercede traditional

Table iii. Attributes and weight of consumer evaluation.

Table 4. Consumer'due south belief value in automobile.

vehicles in order to reduce energy consumption and environmental pollution, new free energy automobiles are still new things for the bulk of consumers, and information technology is difficult to improve the market place share of new free energy automobiles. From the perspective of this questionnaire survey, the state started belatedly on new energy automobiles, merely consumers' attending and enthusiasm are very high, which is the advantage of developing them. However, due to the lack of consumer sensation of them and their technical doubts, the development of new energy automobiles has great resistance.

vi. Suggestions for New Energy Machine Enterprises

From this questionnaire survey, information technology tin be seen that consumers' awareness of environmental protection has been gradually strengthened, their support and expectation for the evolution of new free energy automobiles are college. Consumers have a higher acceptance of energy-saving and emission reduction of new free energy automobiles psychologically. And the development prospect of them is broad. Combined with consumer attitudes and current market conditions, this paper puts forward the post-obit suggestions for new energy machine enterprises.

half dozen.1. Innovate the Marketing Way of New Energy Automobiles

1) While making efforts to strengthen technology research and development, enterprises should improve the publicity methods of new energy automobiles. In this way, the concept of new free energy automobiles can penetrate into consumers' life. In addition to emphasizing the value of energy conservation and environmental protection of new free energy automobiles, enterprises should also highlight the prophylactic and quality functions of new energy automobiles, so as to strengthen consumers' sensation and positive mental attitude towards them.

ii) Strengthen and innovate the make management of new energy automobiles: In the development planning, enterprises should include the establishment of enterprise brand into the strategic deployment, vigorously develop their own make, accumulate brand reputation, use various ways to increase market publicity, strive to improve brand awareness, and lay a good reputation foundation for the development of new free energy automobiles.

3) Introduce the combination marketing mode and sales channel, and depict on the successful promotion feel of domestic and strange car enterprises when necessary. New energy automobiles are still new things, so the new and strange marketing methods may bring unexpected furnishings to the market promotion of new energy automobiles.

6.2. Ameliorate Core Technology and Capital Investment of New Free energy Automobiles

1) The bulldoze organisation of new free energy automobiles can effectively see the requirements of power performance. At present, the almost of import affair to pay attention to is the comeback of ability density, dynamic response ability, organisation efficiency, reliability and other functioning of motor and command system. The key technologies include dynamic coupling multi motor drive control, vibration command of complex constraint optimization target organization, improvement of motor efficient thermal direction technology, and the level of loftier-temperature automotive electronic materials and equipment.

2) Improving the functioning of charging facilities is 1 of the cardinal points in the development of new energy automobiles. It is necessary to work hard in the aspects of loftier safety and high power to deal with the consistency of charging interface.

3) A big number of lightweight technologies are used in new energy vehicles, including the application of loftier-forcefulness steel, magnesium aluminum alloy, loftier-strength carbon fiber and applied science plastics. Lightweight design and manufacturing technology have as well made not bad progress. This applied science will exist widely used in the future, and it is worth promoting and researching.

7. Limitations of Research

In this newspaper, nosotros use the multi-attribute mental attitude model (Fisher bin model) to compare the new free energy automobiles with the traditional automobiles, measure out the consumers' consumption mental attitude towards the new energy automobiles, preliminarily clarify the key factors that the buyers in different cities focus on the choice of them, and put forward improvement suggestions for the automobile industry. In future research, we should further overcome the shortcomings of this study.

First of all, this report takes Chinese consumers as samples, and uses two representative cities, Shanghai and Wuxi, in the choice of developed cities. The after research can further expand the coverage of the questionnaire, and the same for the less adult cities. Secondly, in future inquiry, the international comparison of new energy machine production and sales book tin be further carried out to explore the establishment of international coordination arrangement of new free energy automobiles. Thirdly, based on China, under the environment of authorities intervention in economic system, the universality of some discussions on bottleneck factors of automobile development needs to be improved. Futurity inquiry can further written report the development differences of new free energy interventions under different economical systems.

NOTES

¹Statement of Profit or loss of BYD Co., Ltd. in the first quarter of 2018.

²Data sources: Prospective industry research establish (https://www.qianzhan.com).

Conflicts of Involvement

The authors declare no conflicts of involvement regarding the publication of this newspaper.

References

[1]	Jasuli, J. (2018) Analysis of Student Attitudes towards E-Learning Using Fishbein Multiattribute Arroyo. IOP Conference Series-Materials Science and Engineering, 296, Article No. UNSP 012011. https://doi.org/10.1088/1757-899x/296/i/012011
[two]	Chong, Y. (2016) The Effect of the Consumers' Visual Merchandising of Java Shops on Make Attitude and Purchasing Intention: Using the Fishbein's Model of Attitudes. International Journal of Tourism and Hospitality Research, thirty, 45-60. https://doi.org/ten.21298/ijthr.2016.05.thirty.five.45
[3]	Chen, Yard. (2013) Multi Aspect Attitude Model and the Measurement and Change of College Students' Attitude towards Sunshine Physical Exercise. Periodical of Wuhan Constitute of Concrete Instruction, 47, 93-96.
[4]	Wassenaar, A., Kempen, E. and van Eeden, T. (2019) Exploring South African Consumers' Attitudes towards Game Meat-Utilizing a Multi-Aspect Attitude Model. International Journal of Consumer Studies, 43, 437-445. https://doi.org/10.1111/ijcs.12523
[5]	Maryani, H., Kristiana, 50. and Lestari, Westward. (2017) Fishbein Multiattribute Assay of Scientific Herbal Medicine (Case Study at Traditional Health Heart of Makassar Society and Public Health Eye of Colomadu I Karanganyar). Wedia Penelitian Dan Pengembangan Kesehatan, 27, 89-98. https://doi.org/10.22435/mpk.v27i2.5315.89-98
[half-dozen]	Chen, R. and Ma, Z. (2012) Analysis of Used Machine Transaction Subject Based on Multi-Attribute Mental attitude Model. BAIC, 3, 13-17.
[7]	Tang, B. and Liu, J. (2015) Development Prospect of China's New Energy Automobile Manufacture. Journal of Beijing University of Applied science (SOCIAL SCIENCE EDITION), 17, 1-6.
[8]	China Association of Automobile Manufacturers (CAAM). Energy Saving and New Free energy Automobile Yearbook (2013-2018).
[9]	Ministry building of Finance of the People's Democracy of Cathay (2018) Notice on Adjusting and Improving the Fiscal Subsidy Policy for the Promotion and Application of New Energy Vehicles, CJ No.18.

ferrellcouspit1953.blogspot.com

Source: https://www.scirp.org/journal/paperinformation.aspx?paperid=97446

Share this post