Research on Influencing Factors of Rural Consumers’ Willingness to Purchase New Energy Vehicles Online

Promoting rural residents’ consumption is an important way to build a Dual circulation with the domestic circulation as the main body. Based on the SOR theory, a three-stage model is constructed by introducing the need for cognitive closure as a moderating variable. Based on 431 survey data, the structural equation method is used to explore the influencing factors of rural consumers’ willingness to purchase new energy vehicles online. Research has found that time risk, financial risk, functional risk, and privacy risk have a significant negative impact on rural consumers’ willingness to purchase new energy vehicles online, while the impact of physical risk is not significant; Consumer trust has a significant Mesomeric effect in the relationship between time, finance, function, privacy risk and rural consumers’ online purchase intention of new energy vehicles; Cognitive closure requires significant moderating effects in some influencing relationships.