Abstract

Amid intensifying global energy and environmental challenges, numerous countries are implementing measures to decrease the production of conventional fuel car. China has long held a leading position in the manufacturing and sales of electric car, as well as in the e-commerce market. Guided by government policy, Chinese consumers tend to purchase electric car through mass channels. Despite recent attention from consumers towards China's e-commerce and electric car markets, cross-disciplinary research in these fields remains limited. This study employs the Theory of Planned Behavior (TPB) framework to examine how Chinese consumers' attitudes (CA), subjective norm (SN), and perceived behavioral control (PBC) influence their purchase intention (PI) and purchase behavior (PB) regarding electric car purchases. The mediation of purchase intention, along with the moderation of government policy (GP), jointly impacts consumers' decisions to purchase electric car online. This study employs a quantitative research methodology, utilizing a self-designed form for data collection purposes. In accordance with the research objective, this study combines descriptive statistics with inferential analysis methods to process the collected data. Data collection is conducted through online form surveys, utilizing basic data. This study broadens the application of TPB in understanding online electric car purchasing behavior among consumers. Additionally, it offers strategic insights and cooperative directions for policy makers, e-commerce platform operators, electric car manufacturers, and other stakeholders to facilitate online electric car purchases.

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