He Z, Zhou Y, Wang J, Shen W, Li W, Lu W. Influence of emotion on purchase intention of electric vehicles: a comparative study of consumers with different income levels.
CURRENT PSYCHOLOGY 2022;
42:1-16. [PMID:
35677832 PMCID:
PMC9163288 DOI:
10.1007/s12144-022-03253-1]
[Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Abstract] [Key Words] [Grants] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Accepted: 05/17/2022] [Indexed: 11/04/2022]
Abstract
Promoting electric vehicles (EVs) adoption has become one of the important paths for countries around the world to address climate change and accelerate the transformation of energy system for achieving sustainable development. As one of the important psychological factors, the research on the explanatory power of emotions to EVs purchase intention is still insufficient. This paper collected 400 valid questionnaires all around China. By incorporating emotions and moral norms into the Theory of Planned Behavior (TPB) model, this study used structural equation model to estimate the impact of positive anticipated emotion (PAE), negative anticipated emotion (NAE), and moral norms together with TPB elements on EVs purchase intention. In order to explore the heterogeneity effect of the above factors on EVs purchase intention among consumers of different income groups, we divided the total sample into high-income subsample and low-income subsample according to the household monthly disposable income. We concluded as follows: for the total sample, PAE has the greatest impact on EVs purchase intention, followed by attitude, NAE, and perceived behavioral control (PBC). In particular, the purchase intention of high-income consumers mainly depends on NAE, while the purchase intention of low-income consumers mainly depends on PAE. Additionally, PBC has more significant impact on EVs purchase intention of high-income group. Finally, targeted policy implications are proposed to promote EVs purchase.
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