Abstract: How to improve the purchase intention of potential consumers is very important to promote the development of new energy vehicle market. Based on SOR theory, the influence of new energy vehicle consumption promotion policy on potential consumers is analyzed by using structural equation model through a questionnaire survey in four counties of Luoyang City, Henan Province. The results show that: ① The consumption promotion policies affect the purchase intention of potential consumers through perceived value and perceived risk, among which the charging policy has the largest impact, the right of way policy is the second, the publicity policy is the third, and the purchase policy has the smallest impact. Therefore, it is unlikely to happen that the sales volume of new energy vehicles will drop sharply after the cancellation of car purchase policy. ② Potential consumers pay more attention to the perceived value of new energy vehicles in the early stage and less attention to the use risk in the later stage. The more complete the publicity policy, car purchase policy and charging policy are, the higher the perceived value of new energy vehicles for potential consumers is, the more incentive they are to purchase. ③ Among different groups, the adjustment of income and education background on the purchase intention of new energy vehicles is more obvious. Potential consumers with high income and high education pay more attention to their use rights and interests after purchase, such as the right of way policy and charging policy, while potential consumers with low education and low income pay more attention to their consumption rights and interests in the early stage, such as the economic incentive of purchase policy. In terms of the impact path of every policy on perceived risk, the perceived risk of low-income and low educated groups is generally more significant than that of high educated and high-income groups. Finally, this paper proposes that the consumption promotion policy on new energy vehicle should pay attention to the improvement of the charging market, gradually transfer the economic subsidy policy to the charging infrastructure and the preferential policy of the right of way, and implement the differentiating and diversified promotion policies for the different potential consumers.

Key words: new energy vehicle, consumption promotion policies, SOR model, potential consumer