The impact of user-generated content on consumers' new energy vehicle purchases : the mediating role of perceived value and the moderating role of new media richness

Abstract

This study examines the impact of User-Generated Content (UGC) on consumers' purchase intentions for new energy vehicles (NEVs) and explores the underlying mechanisms driving this effect. The findings reveal that UGC significantly enhances purchase intentions, with perceived value mediating 62% of the total effect, highlighting its crucial role as a chain mediator in the "UGC–Perceived Value–Purchase Intention" pathway. Additionally, new media richness positively moderates both the "UGC– Purchase Intention" and "Perceived Value–Purchase Intention" relationships, though it has no significant effect on the "UGC–Perceived Value" linkage. A demographic heterogeneity analysis further reveals that (1) females and high-income consumers exhibit heightened responsiveness to UGC, (2) highly educated consumers demonstrate lower engagement with new media, and (3) occupational types indirectly influence purchasing decisions through perceived value. The reliability of these findings was confirmed through multi-group comparative analyses and robustness checks. Theoretically, this study establishes a chain mediation model and unveils the moderating role of new media richness. Practically, it offers actionable strategies such as optimizing UGC through tailored content and differentiated dissemination, providing empirical support for precision marketing in the new energy vehicle sector