Abstract：To reveal the car purchase decision-making mechanism of different vehicle ownership groups during the new normal of COVID-19, a behavioral theoretical framework integrating the theory of planned behavior, the protection motivation theory and the psychological reactance theory was constructed. The partial least squares structural equation model was used to carry out decision prediction and difference analysis of heterogeneous groups of vehicle ownership. The results show that the prediction abilities of the model of the car-owning group and car-free group are 58.9% and 70.1%, respectively. There are significant differences in the car purchase decision-making mechanism of different car ownership. The purchase intention of the car-free group is significantly higher than that of the car-owning group. The car-free group comprehensively considers perceived security, perceived vulnerability, health value, cost factors and conditional value during purchasing cars, while the car-owning group mainly considers perceived vulnerability, reactance and conditional value.
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