Examination of the adoption intention of new energy vehicles from the perspective of functional attributes and media richness
Examination of the adoption intention of new energy vehicles from the perspective of functional attributes and media richness
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DOI：
10.1016/j.heliyon.2024.e25897
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发表时间：
2024-02-19
期刊：
影响因子：
4
通讯作者：
Liu，Chunling
中科院分区：
文献类型：
--
作者：
Zhou，Yuping;Li，Jizi;Liu，Chunling
基于媒介丰富性理论，本文旨在通过消费者对新能源汽车功能属性的感知，探讨媒介丰富性对消费者采用意愿的影响，并评估品牌熟悉度和控制点的调节作用。采用结构方程模型对427名受访者的数据进行分析。实证结果表明，消费者对电动属性（即充电效率）和两个智能属性（即车联网和自动驾驶）的感知是其采用新能源汽车意愿的决定因素。另一个电动属性（续航里程）在消费者的感知中是微不足道的。我们还发现，低、中、高丰富度媒体显著影响消费者对新能源汽车功能属性的感知。与高丰富度相比，中等丰富度与两类新能源汽车功能属性显著相关。在调节效应方面，消费者对新能源汽车品牌的熟悉程度负向影响媒体丰富度与采用意愿之间的关系。此外，低、中丰富度媒体有效地刺激了外部控制个体采用新能源汽车，而高丰富度媒体对内部控制个体产生了不利影响。
Drawing on the theory of media richness, this paper aims to explore the impact of media richness on consumers' adoption intention through their perception of new energy vehicle (NEV) function attributes, and assess the moderation roles of brand familiarity and locus of control. A structural equation model is applied to analyze the data collected from 427 respondents. Empirical results demonstrate that consumers' perception of an electric attribute (i.e., charging efficiency) and two intelligent attributes (i.e., car networking and self-driving) are determinants of their adoption intention of NEVs. The other electric attribute (range) is trivial in consumers' perception. We also find that low, medium, and high-richness media significantly affect consumers' perception of NEVs' functional attributes. Compared to the high-richness, medium-richness correlates significantly with two types of NEV functional attributes. Regarding moderating effects, consumer familiarity with NEV's brand negatively impacts the relationship between media richness and adoption intention. Furthermore, low and medium-richness media effectively stimulate individuals with external control to adopt NEV, while high-richness media adversely influence individuals with internal control.