A Study of the Influence of Consumer Perceived Value on the Purchase Intention of New Energy Vehicle Consumers by Taking the Degree of Involvement as the Moderating Variable

Tao Lei

doi:10.14456/jsasr.2023.28

Authors

Tao Lei International Chinese College, Master of Business Administration, Rangsit University, Pathum Thani, Thailand https://orcid.org/0009-0001-6215-1715

DOI:

https://doi.org/10.14456/jsasr.2023.28

Keywords:

New Energy Vehicles; , Perceived Value; , Degree of Involvement; , Consumer Purchase Willingness

Abstract

Background and Aim: With the rapid development of China's economy, cars have become a necessary commodity for every family, but it brings about problems in transportation energy, and environmental protection. Adhering to new energy vehicles, the design concept of energy conservation and environmental protection, replacing traditional fossil energy with electric energy, and avoiding the generation of automobile exhaust, which has a very positive role in the emission reduction of greenhouse gases. Thus, this paper aims (1) to investigate the direct effect of the perceived value of consumers on the purchase intention of new energy vehicles. (2) to investigate the direct effect of consumer involvement on the purchase intention of new energy vehicles. And (3) to investigate the role of involvement as the moderating variable for the effect of the perceived value of consumers on the purchase intention of new energy vehicles.

Materials and Methods: This study still starts from the perspective of consumers' perceived value, but combined with the variable of involvement degree, to deeply explore the perceived value of consumers of new energy vehicles. According to the research model of the three factors of consumer purchase intention, the researcher constructed the research hypothesis and distributed the questionnaire. After 416 valid questionnaires were analyzed,

Results: It is finally concluded that the perceived quality value, perceived price value, perceived emotional value, and perceived social value of new energy vehicle consumers all have a positive impact on the purchase intention of new energy vehicle consumers. Moreover, the degree of consumer involvement in the process played a positive moderating role.

Conclusion: That is to say, as the degree of involvement deepens the impact of consumers' perceived value on consumers' willingness to purchase new energy vehicles will become stronger.

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