The Impact of Policy Incentives on the Purchase of Electric Vehicles by Consumers in China's First-Tier Cities: Moderate-Mediate Analysis

With the rapid development of China's electric vehicle industry, the influence mechanism of government policies on consumers' purchase intention has become a research focus. This study integrates the technology acceptance model (TAM) and SOR theory to propose four key driving factors: policy incentive, perceived usefulness, perceived ease of use and test drive experience. Through stratified random sampling of 400 valid questionnaires in Shanghai, Beijing, Shenzhen and Guangzhou, four cities with high penetration rate of electric vehicles, the structural equation model (SEM) was used for empirical analysis. The results show that policy incentives have a significant impact on purchase intention, and play a mediating role through perceived usefulness and perceived ease of use; Test drive experience moderates the effects of perceived usefulness and perceived ease of use on purchase intention. Based on the research results, this paper proposes a three-stage policy optimization path: strengthening the accuracy of fiscal and tax incentives in the short term, improving the visual construction of charging network in the medium term, and establishing a network of test drive experience centers in the long term. The research conclusions provide a theoretical basis for the government to formulate differentiated electric vehicle promotion strategies, and propose a "policy-technology-service" three-dimensional implementation plan for enterprises to optimize product design and improve user experience, so as to help the sustainable development of China's electric vehicle market.