Based on existing literature,this article synthesizes the relationship between perceived value and purchase intention,treating value identification as an intermediary relationship,and proposing a new theoretical model of relationship assumptions.The study collected consumer sample data through survey questionnaires and conducted data analysis by using SPSS 24.0 and Smart-PLS 3.0.The article reveals the following four results.Firstly perceived value positively influences value identification,when consumers perceive that new energy vehi-cles can bring them positive effects,they will identify the value of new energy vehicles.Secondly,purchase inten-tion is significantly influenced by consumers'perceived value,the higher the perceived value,the stronger the consumers'intention to purchase new energy vehicles.Thirdly,purchase intention is greatly influenced by con-sumers'value perception,once new energy vehicles gain consumers'value recognition,consumers tend to make purchases and pay higher prices.Lastly,value identification facilitates consumers in experiencing the value of new energy vehicles,playing an intermediary role between perceived value and purchase intention,thereby en-hancing consumers'intention to purchase.
关键词
新能源汽车/感知价值/价值认同/购买意愿
Key words
new energy vehicles/perceived value/value identification/purchase intention
维普
万方数据