The demand for energy to realize economic growth is constantly increasing globally, and the issues of resource exhaustion and environmental pollution are getting more serious. To cope with resource exhaustion and environmental problems, the automobile market is facing the transition of paradigms from conventional fuel-based automobiles to new energy automobiles. Particularly, in China, the new energy automobile market is growing rapidly. Therefore, it seems to be meaningful to perform research to understand purchase attitudes and intention towards new energy automobiles in China. This study investigated the core variables of Unified Theory of Acceptance and Use of Technology(UTAUT) regarding new energy automobiles, consumer characteristics, the effects of perception of government policy on purchase attitudes, and correlation between purchase attitudes and purchase intention. The main results and implications of this study are written below: First, among the core variables of Unified Theory of Acceptance and Use of Technology(UTAUT) regarding new energy automobiles, performance expectancy and social influence had a significantly positive effects on purchase attitudes. Second, it was confirmed that environment awareness among consumer characteristics had a significant positive effect on purchase attitude. Third, it was confirmed that the perception of government policy on new energy automobiles had a significant positive effect on purchase attitude. Lastly, purchase attitudes towards new energy automobiles had a positive influence over purchase intention, and purchase attitudes are the crucial variable to explain purchase intention. Therefore, companies should endeavor to form consumers’ purchase attitudes positively regarding new energy automobiles.