A study on the influence of XM brand image on XM new energy vehicle consumers purchase intention

Abstract

Nowadays, the new energy vehicle market is developing rapidly, and many companies that were originally not in the automotive industry have also entered it. This study takes XM as an example to construct a research model and refine multiple dimensions of perceived value. In cross-domain sales, the mediating variables of the influence of brand image on purchase intention, along with perceived gain and loss, are divided into three dimensions. From brand image to perceived value, to the path of consumers' purchase intentions, they are interlocking. Brand image has a strong influence on consumers' purchase intention, and has a significant positive impact on perceptual gain, and has a significant negative impact on perceived loss. Perceptual gain has a significant positive impact on purchase intention, while perceived loss has a significant negative impact on purchase intention. Finally, according to the conclusions, at the enterprise level, companies should take the following actions: 1) pay attention to the brand image of the original brand in cross-field sales; 2) convey a positive brand image to consumers, actively interact, and pay attention to the inner perception of customers; 3) leverage brand popularity and strengthen brand building; and 4) enhance the social value of the brand and reduce the customers' perception of financial risk. From the consumers' perspective, they should consider the following points: 1) recognize that the brand image of the original company is distinguished from the brand image of new energy vehicles; and 2) pay attention to the core of the new energy vehicle brand and support the development and construction of the brand.