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Research on New Energy Vehicle Marketing Strategy on Ningxia Users' Purchase Intention

Weiru Guo


Internal combustion engine vehicles are an essential source of urban air pollution. To reduce toxic emissions and reliance on fossil fuels, governments and the auto industry have begun promoting the adoption of electric vehicles in the past few years, albeit with limited success in terms of market penetration. This study aims to improve the current understanding of the factors that influence customers' choice intention to adopt electric vehicles. Based on the theory of perceived value and rational action, this study proposes an r-dimensional behavioral model based on EV perceived value, product popularity, and perceived risk to understand their impact on customers' attitudes toward EV choices as purchases. The three research objectives are; to analyze the economic impact of the emergence of new energy vehicles, to explore the influencing factors of perceived value, product preference, and perceived risk to purchase intention and to make suggestions for marketing strategy on vehicle sales in Ningxia.


New Energy Vehicle; Marketing Strategy; Users’ Purchase Intention

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DOI: http://dx.doi.org/10.18686/fm.v7i5.6005