KEY FACTORS INFLUENCING CONSUMER PURCHASE INTENTIONS FOR CHINESE BRAND ELECTRIC VEHICLES

Abstract

In light of the escalating environmental pollution and the pressing issue of climate change attributed to vehicle emissions, a growing number of electric vehicle companies have emerged in China. Despite various study endeavors focusing on consumers' purchase intention for electric vehicles, there remains a significant gap when it comes to exploring the purchase intentions specifically related to Chinese brand electric vehicles. This study seeks to bridge this gap by examining the relationship between brand image, perceived benefits, attitude, and the purchase intention of potential consumers in the context of Chinese brand electric vehicles. The study was conducted through the distribution of questionnaires, both in offline stores specializing in Chinese brand electric vehicles and online via WenJuanXing, a survey platform. To ensure the data collected is reflective of the target audience, a purposive sampling technique was employed, gathering 187 valid questionnaires from individuals between the ages of 18 and 70 who have a genuine interest in electric vehicles and intend to make a purchase in the near future. The gathered data was analyzed using SPSS and SmartPLS. This study's results prove that brand image, encompassing functional, symbolic, and experiential aspects, plays a crucial role in shaping consumers' perceived benefits and attitude, thereby significantly positively influencing their purchase intention. This study holds immense significance for car sellers and industry stakeholders. By unraveling the dynamics of brand image, perceived benefits, and consumer attitude toward Chinese brand electric vehicles, the findings provide essential insights to empower companies to align their strategies, thereby significantly motivating potential consumers to make their purchase intention a reality. Ultimately, this study contributes to the growing field of electric vehicles, particularly within the unique context of the Chinese market.