On the Impact of New Energy Vehicle Product Attributes on Purchase Intention
The article constructs an impact relationship model between the characteristics of new energy vehicle product attributes,consumer attitudes,perceived prices,degree of intervention,and consumer purchase intention based on the stimulus organism response theory,planned behavior theory,and consumer intervention theory.Through a systematic reliability and validity evaluation program,direct effects test,indirect effects test,and moderating effects test are used.The results indicate that individual,social functional,and individual symbolic product attributes have a positive impact on purchase intention,consumer attitudes have a mediating effect,perceived prices have a negative moderating effect,and intervention levels have a positive moderating effect.Based on the research findings and the unique reality of new energy vehicles,this study provides marketing insights to activate consumer purchasing intentions.
new energy vehiclescharacteristics of product attributeattitudeperceived pricepurchase intention
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