The Influence of Safety Risk Perception on Chinese Consumers’ Purchase Intention of New Energy Vehicle: The Moderating Role of Brand Trust
Article Sidebar
Main Article Content
Abstract
This study aims to examine how safety risk perception influences Chinese consumers’ purchase intention toward New Energy Vehicles (NEVs), and to verify whether brand trust moderates this relationship, drawing on Risk Perception Theory, Trust Theory, and the Theory of Planned Behavior. The population comprised Chinese consumers aged 18–55 in first- and second-tier cities, using purposive sampling, a structured questionnaire employing 7-point Likert scales adapted from established measures. Data were analyzed using SPSS 26.0 and AMOS 24.0 through descriptive statistics, reliability and validity testing (Cronbach’s alpha, CFA), correlation analysis, hierarchical regression analysis, and structural equation modeling (SEM) to test the hypothesized moderation effects.
A quantitative survey was conducted among consumers in first- and second-tier Chinese cities, with data analyzed using rigorous reliability and validity testing, correlation analysis, and Moderation Analysis. The results reveal three major findings: (1) all four dimensions of safety risk perception physical, functional, financial, and psychological significantly and negatively influence purchase intention, with physical safety risk having the most profound impact; (2) brand trust significantly moderates this relationship, acting as a psychological buffer that alleviates the negative impact of perceived risks on purchase intention; and (3) demographic analysis indicates that older consumers perceive higher safety risks, whereas younger generations display greater trust and adaptability.
This study enriches risk perception theory within the NEV context and provides strategic implications for enterprises to enhance consumer confidence and support the sustainable development of the NEV market.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
- บทความหรือข้อคิดเห็นใดๆ ในวารสารคุณภาพชีวิตกับกฎหมายเป็
- กองบรรณาธิการไม่สงวนสิทธิ์
References
Ajzen I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Bauer R. A. (1960). Consumer behavior as risk-taking. In R. S. Hancock (Ed.), Dynamic marketing for a changing world (pp. 389–398). American Marketing Association.
Chaudhuri A., Holbrook M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Chen S., Li J. (2020). Consumer perceived risk and risk acceptance toward new energy vehicles: An empirical study in China. Energy Policy, 144, 111649.
Chen Y., Li X. (2022). How does brand trust influence consumers’ intention to purchase new energy vehicles? The mediating role of attitude. Sustainability, 14(9), 5404.
China Association of Automobile Manufacturers. (2023). 2023 automobile industry economic operation report. http://www.caam.org.cn.
Delgado-Ballester E., Munuera-Alemán J. L., Yagüe-Guillén M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35–54.
Dodds W. B., Monroe K. B., Grewal D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319.
Egbue O., Long, S. (2012). Barriers to widespread adoption of electric vehicles: An analysis of consumer attitudes and perceptions. Energy Policy, 48, 717–729.
Erdem T., Swait J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198.
Featherman M. S., Pavlou P. A. (2003). Predicting e-services adoption: A perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451–474.
Gefen D., Karahanna E., Straub D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
Kim M., Lee S., Park J. (2020). Consumer adoption of new mobility services: Examining the role of perceived risk and trust. International Journal of Information Management, 52, 102096.
Li X., Su Q. (2021). Safety concerns and consumer intentions toward new energy vehicles: Evidence from China. Transport Policy, 108, 20–32.
Liu Y., Rau P. L. P., Zhang T. (2021). Trust and adoption of electric vehicles: An integrated model. Technology in Society, 67, 101726.
Mayer R. C., Davis J. H., Schoorman F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734.
National Fire and Rescue Administration of China. (2023). 2023 annual report on fire accident statistics. http://www.119.gov.cn.
Wang S., Chen J., Li Y., Zhang H. (2023). The impact of NEV safety incidents on consumer purchase decisions: A crisis communication perspective. Journal of Business Research, 156, 113484.
Zhang L., Sun J., Liu Y. (2022). Risk perception and technology adoption: The case of autonomous vehicles in China: Technological Forecasting and Social Change, 176, 121458.
Zhao X., Gao Y., Xu J. (2023). Building trust in the new energy vehicle market: The role of brand communication and product quality: sustainability, 15(6), 5208.
