Title: The Influencing Factors of New Energy Vehicle Consumers’ Purchase Intentions – A Case Study of Ideal Brand
Author: Lyu He
Advisor: Dr. Ma Yu
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.613-624) Proceedings PDF
Abstract
Sustainable energy vehicles are being developed in China, aiming to promote a low-carbon society and environmentally friendly transportation. This paper aimed to study the influencing factors of consumer purchase intention of Ideal Brand New Energy Vehicles.
The objectives of the study were 1) to explore the influencing factors that affect the purchase intention of consumers of Ideal Brand New Energy Vehicles and 2) to determine whether functional value, emotional value, social value, green value, and economic value have any influence on the purchase intention of consumers of Ideal Brand New Energy Vehicles.
This study adopted the quantitative research method. A total of 410 questionnaires were distributed, and 403 valid questionnaires were recovered, with a recovery rate of 98.3%. Based on the purchasing decision theory and the sustainable development theory, this paper found that: 1) Functional value, emotional value, social value, green value, and economic value are the factors influencing consumer purchase intention for new energy vehicles; 2) The factors influencing consumer purchase intention of new energy vehicles, which are functional value, emotional value, social value, green value, and economic value, all have a significant positive effect on consumer purchase intention. For recommendations, Ideal Brand should focus on the following aspects: 1) Enhancing functional value; 2) Strengthening emotional value; 3) Enhancing green value; 4) Rationalizing economic value; 5) Improving social value.
Keywords: new energy vehicle, consumer purchase intentions, Ideal Brand
The influencing Factors of New Energy Vehicle Consumers’ Purchase Intentions – A Case Study of Ideal Brand /
6517195404 Lyu He 2566 (2023) The influencing Factors of New Energy Vehicle Consumers’ Purchase Intentions – A Case Study of Ideal Brand สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Education Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,Education Management