The influence of online reviews on consumers purchase intentions for new energy vehicles : the mediating role of brand value

Abstract

With the rapid growth of China's new energy vehicle market, especially in the context of the gradual reduction of government policies, consumers' purchasing decisions for new energy vehicles are gradually relying more on market factors. This study aims to explore how the usefulness and reliability of online reviews affect consumers’ purchase intentions and to further analyze the mediating role of brand value in this process. The results show that the usefulness and reliability of online reviews have a significant positive impact on consumers’ purchase intentions. Furthermore, brand value plays an important mediating role between online reviews and purchase intention. The results of this study have practical implications for new energy vehicle companies. Businesses should focus on how to enhance the value of their brands. By enhancing brand reputation, increasing visibility, and building consumer trust, they can effectively increase consumers' recognition of online, thereby increasing their purchase intentions