The Influence of Driving and Riding Experience on Consumers' Purchase Intention of New Energy Vehicles: An Empirical Study in Chengdu, China
Abstract
pathway for addressing energy shortages and environmental pollution. Although the market for NEVs has expanded rapidly, consumers'
purchase intention remains insufficient, hindering industrial upgrading. Driving and riding experience, as the primary interaction between
consumers and products, plays a crucial role in shaping purchase decisions, yet systematic studies exploring its mechanism are scarce.
This research investigates the relationship between driving experience and consumers' purchase intention toward NEVs, aiming to clarify
the underlying logic, determine the relative importance of different experiential dimensions, and examine potential moderating effects of
demographic heterogeneity.
??Based on stratified sampling, 450 valid responses were collected via online and offline surveys. Descriptive statistics, independent-sample t-tests, Pearson correlation analysis, and multiple linear regression (SPSS 26.0) were employed. Results reveal that seven dimensions of
driving experiencedriving performance, comfort, safety performance, range and energy replenishment, intelligent functions, emotional experience, and brand identityexert significant positive influences on purchase intention (p < 0.01), with standardized path coefficients ranging
from 0.10 to 0.18. Among them, safety performance showed the strongest effect (? = 0.18), while range and replenishment had the weakest (?
= 0.10). Demographic factors such as age, gender, and income did not significantly moderate these relationships.
??This study contributes theoretically by establishing a multidimensional framework for driving experience and empirically validating its
influence on NEV purchase intention. The findings enrich consumer behavior theory and experiential marketing literature while providing
actionable insights for automobile enterprisessuch as strengthening active safety systems and enhancing intelligent cockpit designand for
policymakers in improving infrastructure, including fast-charging networks.
Keywords
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DOI: http://dx.doi.org/10.70711/frim.v3i12.7880
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