Study on the Influence of NIO’s Customer Perceived Value on Purchase Intention in Beijing

Abstract

WNowadays, the world is facing the challenges of energy crisis and environmental problems. In recent years, with the continuous enhancement of environmental awareness and policy support around the world, the new energy vehicle industry has developed rapidly. In China, technological breakthroughs and increased market demand provide opportunities for the development of new energy vehicles, but also many challenges. There is still a large part of the market has not yet been developed. The development history of the new energy vehicle industry is not yet several decades, so the theoretical research in related fields is still immature and needs to be explored in depth. At present, most researchers focus on the analysis of new energy vehicle customer purchase intention from the perspective of factors such as policy and public awareness, while few scholars study consumer purchase intention or behavior from the perspective of customer relationship management. Therefore, research in this field is necessary and urgent. In order to improve the research in this direction in the field of new energy vehicles, this paper adopts a quantitative research method to explore the impact of customer perceived value on their purchase intention.

In this study, NIO, a Chinese independent new energy vehicle brand, which is one of the most successful start-ups in China’s automobile manufacturing industry, was selected as the research object. Beijing has played an important leading role in the promotion of electric vehicles, and there is a government policy to restrict the license plate of fuel-powered vehicles, so this paper chooses Beijing, China as the research area. This study has the following four objectives: 1) To identify the influence of social value in perceived value on customer purchase intention of NIO, 2) To identify the influence of emotional value in perceived value on customer purchase intention of NIO, 3) To identify the influence of functional value in perceived value on customer purchase intention of NIO, 4) To identify the influence of price value in perceived value on customer purchase intention of NIO. In this way，can understand consumers’ purchasing behavior and demand characteristics, and provide support for improving product competitiveness and market share.
After determining the use of quantitative research methods, after understanding the relevant theoretical literature such as customer perceived value and purchase intention, combined with relevant research results, the influencing relationship model between factors was constructed, relevant hypotheses were put forward, and the questionnaire was designed and the data were collected based on the model and the characteristics of the company’s products. A total of 700 questionnaires were distributed and 624 were returned, resulting in 572 valid questionnaires. After data collection, the questionnaire data were analyzed to draw conclusions, and the results can provide theoretical guidance and reference for the further development of the new energy vehicle industry.

The results of this study confirmed that: 1) The social value in the customer perceived value has a positive impact on the customer purchase intention of NIO, 2) The emotional value in the customer perceived value has a positive impact on the customer purchase intention of NIO, 3) The functional value in the customer perceived value has a positive impact on the customer purchase intention of NIO, 4) The price value in the customer perceived value has a positive impact on the customer purchase intention of NIO, that is, improving each dimension of the perceived value can improve the customer purchase intention of NIO. This requires that the new energy vehicle enterprises must pay attention to the perceived value of customers and enhance the purchase intention of customers by improving each dimension of the perceived value of customers, so as to promote the sales of new energy vehicle products. The findings could help NIO to improve market share and competitiveness, will promote the development of the new energy automotive industry.

Keywords: perceived value, purchase intention, new energy vehicle.

Study on the Influence of NIO’s Customer Perceived Value on Purchase Intention in Beijing

Master of Business Administration (International Program), Siam University, Bangkok, Thailand