Research on the influence of consumer perceived value on the purchase intention of new energy vehicle consumers taking the degree of involvement as the moderating variable

Abstract

With the rapid development of the new energy vehicle industry, consumers have never stopped paying attention to and discussing new energy vehicles. This study focused on the field of new energy vehicles. After combing the research of literature in related fields of the new energy vehicle industry, perceived value, and consumer involvement in detail, with the help of the theory of consumer planning behavior, the researcher studied the perceived value, the degree of involvement and the degree of consumer involvement. 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, 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. That is to say, as the degree of involvement deepening the impact of consumers' perceived value on consumers' willingness to purchase new energy vehicles will become stronger.