TECHNOLOGY CHARACTERISTICS AND POLICY INCENTIVES AFFECT CONSUMERS' PURCHASING INTENTION THROUGH PERCEIVED VALUE AND PERCEIVED RISK
DOI:
https://doi.org/10.18623/rvd.v23.5889Palabras clave:
Technical Characteristics, Policy Incentives, Perceived Value, Perceived Risk, Purchase Intention, PLS-SEMResumen
Technological advancements and government support have become critical factors influencing consumers' purchasing decisions for new energy vehicles (NEVs). This paper aims to explore how technical characteristics and policy incentives affect consumers' purchase intentions through the mediating roles of perceived value and perceived risk. A quantitative analysis was conducted using a partial least squares structural equation model (PLS-SEM) based on data collected from 366 valid questionnaires targeting current and potential NEV consumers in Guangxi. The results indicate that technical characteristics and policy incentives positively influence perceived value, while they negatively influence perceived risk. Additionally, perceived value has a positive impact on purchase intention, whereas perceived risk has a negative impact. Furthermore, perceived value and perceived risk play significant mediating roles in the relationships between technical characteristics, policy incentives, and purchase intention. This paper provides empirical evidence to support NEV companies in product development and market promotion while offering valuable insights for the formulation and optimization of government policies.
Citas
Cai, J. H., Li, S. Q., & Jia, L. S. (2022). Research on the relationship between government incentive policies and the purchase intention of pure electric vehicles: Based on the theory of consumer perceived value. Science and Technology and Economy, 4, 71–75.
Chen, K., Gu, R., & Hu, J. (2019). Study on the willingness to purchase new energy vehicles based on the perceived benefit-perceived risk framework. Journal of Nanjing Tech University (Social Science Edition), 2, 61–70, 112.
Chen, K., Ren, C., Gu, R., & Zhang, P. (2019). Exploring purchase intentions of new energy vehicles: From the perspective of frugality and the concept of “mianzi”. Journal of Cleaner Production, 230, 700–708.
Chin W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research. Lawrence Erlbaum Associates.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.
Du, Y. Q. (2022). The impact of automobile product attributes on consumer purchasing intention: A case study of luxury mid-sized SUVs [Master's thesis, Shanghai University of Finance and Economics].
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Hair, Jr., J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: Part I – method. European Business Review, 28(1), 63–76.
Kim, M.-K., Oh, J., Park, J.-H., & Joo, C. (2018). Perceived value and adoption intention for electric vehicles in Korea: Moderating effects of environmental traits and government supports. Energy, 159, 799–809.
Kuang Yuanyuan. (2023). Research on the market vitality stimulation mechanism of low-carbon supply chain products [Master's thesis, Suzhou University of Science and Technology].
Li, C., Ye, L. L., & Wang, L. P. (2021). The impact of new energy vehicle consumption promotion policies on potential consumers’ purchase intentions. China Management Science, 10, 151–164.
Li, W. L. (2022). Research on the subsidy model of the new energy vehicle industry in Shenzhen [Master's thesis, Harbin Institute of Technology].
Li, X. D., He, S. K., Dai, Q. C., & Mou, B. (2023). The impact of multiple policies on consumers’ purchase intention of new energy vehicles under the dual carbon background. Journal of Chongqing University of Technology (Natural Science), 11, 362–371.
Luo, Z. W. & Lv, L. X. (2019). The impact of cause marketing on consumer attitudes and its theoretical explanation. Advances in Psychological Science, 4, 737–747.
Mei, J. Y. (2023). Research on the influencing factors of consumers’ purchasing new energy vehicles [Master's thesis, Shanghai University of Finance and Economics].
Mi, L. Y., Yu, X. Y., & Yang, J. (2018). Research on the influencing factors of knowledge-based consumers' new energy vehicle purchasing behavior: An exploration based on grounded theory. Enterprise Economy, 4, 19–26.
Ozaki, R., & Sevastyanova, K. (2011). Going hybrid: An analysis of consumer purchase motivations. Energy Policy, 39(5), 2217–2227.
Ren, Y. T. (2024). Analysis of new energy vehicle marketing strategies from the perspective of consumer purchasing intentions. E-Commerce Letters, 13, 2007.
Sheng, L. J., & Xie, T. (2019). Research on the influencing factors of consumers' purchasing intention of new energy vehicles. China Business Review, 21, 84–87.
Wang, L. L., Wei, L. P., Zhou, X. L., & Xiao, W. W. (2024). The impact of consumer perceptions on the purchase intention of mid-to-high-end new energy vehicles: Based on the moderating role of individual innovation. Business and Management, 8, 92–101.
Wang, M. H., & Xiong, B. C. (2023). Analysis of the impact of consumer promotion policies for new energy vehicles on potential consumer purchase intention in Jilin Province. Journal of Hunan University of Finance and Economics, 6, 18–25.
Wang, R. H., Yan, C. Y., Zhu, J. Y., Yang, Z. Q., Zhou, Z. Y., & Li, R. R. (2023). Research on the influencing mechanism of consumers' green purchase intention of new energy vehicles under the background of low-carbon economy: An empirical analysis based on six provinces and one city in East China. Modern Industrial Economy and Informatization, 9, 56–62.
Wang, Y. L., & Xu, K. (2021). The impact of policy support on consumers' purchase intention of new energy vehicles under the COVID-19 pandemic. Journal of Shanghai University of Electric Power, 1, 47–52, 56.
Wang, Y., & Li, Y. (2013a). Empirical research on consumer purchase intention of new energy vehicles based on perceived risk and involvement. Mathematical Statistics and Management, 5, 863–872.
Wu, Z., He, Q., Li, J., Bi, G., & Antwi-Afari, M. F. (2023). Public attitudes and sentiments towards new energy vehicles in China: A text mining approach. Renewable and Sustainable Energy Reviews, 178, 113242.
Xiao, X., & Qi, Y. D. (2024). Research on the ideas and paths for reconstructing the foundation of China's new energy vehicle industry. Journal of Beijing Normal University (Social Sciences Edition), 3, 148–156.
Xie, R. Y. (2023). The influence of innovation characteristics on diffusion effects: Based on the study of risk amplification factors [Doctoral dissertation, Northwest University].
Xu, G., Wang, S., Li, J., & Zhao, D. (2020). Moving towards sustainable purchase behavior: Examining the determinants of consumers’ intentions to adopt electric vehicles. Environmental Science and Pollution Research, 27(18), 22535–22546.
Yin, J. L., Zhang, Z. Q., Liao, G. L., & Ge, X. Q. (2019). Research on consumers' new energy vehicle purchase intention based on the technology acceptance model and perceived risk theory. Forecasting, 6, 83–89.
Zhang, D. H. (2024). Research on the impact of priority rights and preferential policies on the initial purchase intention of new energy vehicles [Master's thesis, Tianjin University of Finance and Economics].
Zhang, G. F., Wang, Q., & Jing, L. (2023). The impact of new energy vehicle technology characteristics on consumer purchase intention. Journal of Wuhan University of Technology, 9, 103–109.
Zhao, C. Z. (2023). Exploring the application prospects of user ecosystems and the "new four modernizations" in cars based on SWOT. Vibrance, 24, 196–198.
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
I (we) submit this article which is original and unpublished, of my (our) own authorship, to the evaluation of the Veredas do Direito Journal, and agree that the related copyrights will become exclusive property of the Journal, being prohibited any partial or total copy in any other part or other printed or online communication vehicle dissociated from the Veredas do Direito Journal, without the necessary and prior authorization that should be requested in writing to Editor in Chief. I (we) also declare that there is no conflict of interest between the articles theme, the author (s) and enterprises, institutions or individuals.
I (we) recognize that the Veredas do Direito Journal is licensed under a CREATIVE COMMONS LICENSE.
Licença Creative Commons Attribution 3.0
