This study aims to investigate the impact and mechanism of new energy vehicle (NEV) information sources (IS) on mass consumers' purchase intentions (PIs) in China.
Around 902 valid questionnaires were collected using the questionnaire to analyze the different effects of three types of IS (official, interpersonal and commercial) on mass consumers' PIs. Besides, this study investigates the mechanisms by examining the mediating effect of perceived risk (PR) and the moderating effect of individual differences like age and education level.
The three types of NEV IS stimulate the PI of mass consumers, but there are some differences, with interpersonal information sources (IISs) having the strongest contribution, followed by official information sources (OISs) and commercial information sources (CISs) the least. Meanwhile, PR plays a mediating role in the effect of NEV IS on mass consumers' PIs, and age and education level moderate the influence paths. Specifically, the moderating effect of age mainly works on the negative impact of PR on PI, while education level moderates the influence of IS on PR.
This study contributes to filling the gaps in the current understanding of the role played by NEV IS in shaping consumer preferences and choices. It provides valuable insights for automotive manufacturers, policymakers and marketers to tailor their marketing strategies and improve information dissemination to effectively promote NEV adoption among mass consumers.
