Analysis of the influence of government intervention on consumers' preference for purchasing new energy vehicles

Policy intervention on the sales end of new energy vehicles mainly includes two categories: purchase tax exemption and cash subsidy. In the purchase of new energy vehicles, purchase tax exemption and cash subsidies will have different degrees of impact on consumers' purchase preferences. This paper studies the influence of government intervention on consumers' purchase preference by using discrete choice experiment. The research results show that cash subsidies have a significant impact on consumers' willingness to buy new energy vehicles from the three indicators of payment willingness, consumer surplus and elasticity. Increasing the amount of purchase tax exemption and subsidy can increase consumer surplus and choice probability, and the combination policy of cash subsidies and purchase tax exemption is better than the implementation of a single policy. In addition, compared with the increase of purchase tax exemption, the increase of subsidies will generate more consumer surplus, and the growth rate of choice probability will be larger. Finally, the research results also show that different vehicle attributes such as wheelbase, driving cost, warranty period and endurance will significantly affect consumers' choice of new energy vehicles. The research results of this paper can provide some reference and inspiration for the government in the formulation of incentive policies and the automobile manufacturers in the improvement of vehicle performance.