This study uses structural equation model applied to the survey data to explore purchase intention of electric vehicles by considering six psychological latent variables, such as perceived usefulness, perceived risk and environmental awareness, and deeply explores the internal mechanism of consumers’ willingness to purchase electric vehicles. It not only analyzes the internal relationship between psychological latent variables that affect consumers’ willingness to select electric vehicles, but also explores the correlation between personal attributes and psychological latent variables. The results show that psychological latent variables such as perceived usefulness have significant effects on consumers’ willingness to select electric vehicles. Socio-economic attributes of consumers have different influences on some psychological latent variables. The results of this study can provide theoretical basis for the government to further promote electric vehicles.