Impact of perceived value, positive emotion, product coolness and Mianzi on new energy vehicle purchase intention

Zhe Lv, Wenjia Zhao, Yu Liu, Jie Wu and Mutian Hou

Journal of Retailing and Consumer Services, 2024, vol. 76, issue C

Abstract: China is currently the world's largest new energy vehicle consumer market, and millennials are the largest consumer group in China. To better promote environmental protection, this study aims to investigate the impact of Perceived Value, positive emotion and consumption characteristics (the “Coolness†concept representing millennials and the “Mianzi†concept representing traditional Chinese consumption values) on the purchase intention of new energy vehicles among Chinese millennials. Two studies were conducted using a sample of Chinese data (ntotal = 649), and an empirical examination was carried out using the partial least squares structural equation model. The results indicated that both perceived value and product coolness have a positive influence on purchase intention. Perceived value and positive emotion mediate the relationship between product coolness and purchase intention. Additionally, the “mianmianzi†factor positively moderates the relationship between perceived value, product coolness, and purchase intention. Finally, the implications for marketers and policymakers are discussed.

Keywords: Millennials; New energy vehicles; Perceived value; Product coolness; Mianzi (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698923003156
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003156

DOI: 10.1016/j.jretconser.2023.103564

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().