A study of the influence of brand image on the purchase intention of new energy vehicles : the mediating effect of brand trust and the moderating effect of perceived value

Abstract

This article takes new energy vehicles as the research object and analyzes the impact mechanism of brand image on purchase intention through empirical research. Drawing from the Stimulus-Organism-Response theory (S-O-R) and Theory of Planned Behavior (TPB), the research model is constructed. In this model, brand image serves as the independent variable, brand trust as the intermediary variable, purchase intention as the dependent variable, and perceived price as the moderating variable, and research hypotheses are proposed. This article employs a survey questionnaire to gather raw data, conducts hypothesis testing using SPSS 21, and derives research conclusions through empirical analysis. The results show that brand image significantly and positively affects consumers' purchase intention. Brand trust plays a mediating role in the relationship between brand image and purchase intention. Perceived value moderates the relationship between brand trust and purchase intention. Finally, based on the research findings, specific management practices are proposed to optimize the brand image of new energy vehicles to stimulate and enhance consumers' purchasing intentions. The inspiration from the findings includes prioritizing the cultivation of a strong brand image to boost purchasing intentions, addressing cognitive biases to bolster brand trust, and concentrating on developing perceived value to stimulate purchasing intentions.