本文基于计划行为理论模型，构建了厦门市纯电动汽车消费行为模型，以行为意向为中介变量，探究消费行为的影响因素。通过问卷调查方式收集了数据，并运用SPSS 23.0软件进行数据分析，验证行为态度、知觉行为控制、了解程度、政府政策对厦门市纯电动汽车消费行为有显著正向影响，行为意愿在其中起着中介变量的作用。基于验证结果，本文提出加强对纯电动汽车产品的宣传、完善纯电动汽车基础设施建设、政府加大出台支持政策的力度的建议，以期提升厦门市纯电动汽车的市场销售量。

关键词：计划行为理论、纯电动汽车、行为意向、消费行为

Based on the theoretical model of planned behavior, this paper constructs a consumption behavior model of pure electric vehicles in Xiamen and explores the influencing factors of consumption behavior with behavioral intention as the intermediary variable. The data were collected by questionnaire survey and analyzed by SPSS 23.0 software. The results show that behavior attitude, perceived behavior control, understanding degree and government policy have significant positive effects on the consumption behavior of pure electric vehicles in Xiamen, and the behavior intention plays an intermediary variable role in it. Based on the verification results, this paper proposes to strengthen the promotion of pure electric vehicles, improve the infrastructure construction of pure electric vehicles, and increase the government’s support policies so as to improve the market sales of pure electric vehicles in Xiamen.

Keywords: Planning Behavior Theory, Pure Electric Vehicle, Behavioral Intention, Consumption Behavior