Abstract
Based on the questionnaire survey, this paper developed a theoretical model of the factors influencing consumers' purchase behavior for new energy hybrid vehicles using the theory of planned behavior and structural equation modeling techniques. It then used SPSS and AMOS to perform factor analysis, model fitness, and path analysis to reach the following conclusions: perceived behavioral control, behavioral attitude, and subjective norm have a significant positive influence on behavioral intention, and behavioral intention has a significant influence on actual behavior. However, there is no significant effect of perceived behavioral control on actual purchase behavior, but rather an indirect effect on actual behavior through the mediating variable of behavioral intention. The analysis of the multi-group model based on the individual characteristics of consumers showed that the coefficient of subjective norm on behavioral intention was higher for extroverted consumers than for introverted consumers; the influence of behavioral attitude on behavioral intention was significantly higher for introverted consumers than for subjective norm on behavioral intention.