FACTORS INFLUENCING CONSUMER’S PURCHASE INTENTION TOWARDS NEW ENERGY VEHICLE: CONVERGING THE THEORY OF CONSUMPTION VALUE AND GOAL-FRAMING THEORY

Abstract

The conflict between fulfillment of self-interest (egoistic appeal) and societal or others welfare (altruistic appeal) is an important reason for the attitude-behavior gap. leveraging the merits of both the theory of consumption value and goal-framing theory, this study constructs an integrated framework to better predict and explain new energy vehicle purchase intention. Empirical analysis was conducted using multiple regression analysis based on 509 sampling data. The results showed that consumption value and normative goals positively influenced purchase intention, with consumption value serving as the primary factor. Concretely, social value, conditional value, epistemic value and normative goals positively influence purchase intention, while functional value and emotional value insignificantly influence purchase intention. The five dimensions of consumption value and normative goals positively influence product involvement, and product involvement positively influences purchase intention. Moreover, product involvement plays a mediation role in the relationship between antecedents and purchase intention. Finally, based on the findings, some recommendations for expanding the new energy vehicles consumption are proposed. This study makes some theoretical contributions and practical implications due to the integrated framework simultaneously considers egoistic and altruistic appeals, offering higher explanatory power.