Study on the Influence of Brand Image of New Energy Vehicles on Consumers Purchase Intention

Abstract

With the promotion of environmental awareness, new energy vehicles have become the focus of market attention. However, consumers purchasing intention is influenced by many factors such as brand image. This study discusses the influence mechanism of brand image of new energy vehicles on consumers purchase intention. Through questionnaire survey, based on the theory of planned behavior and the
theory of perceived value, it is found that factors such as brand awareness and service quality significantly affect consumers perceived value,
thus enhancing their purchase intention. This study provides a theoretical basis for new energy automobile enterprises to formulate brand
strategy and marketing plan, and also provides a reference for government policy formulation.