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http://dx.doi.org/10.14400/JDC.2022.20.5.197

The Effects of Perceived Value of Chinese Consumers on the Purchase Intention of New Energy Vehicles: Focusing on the Mediating Effect of Innovation  

Jin, Chunhua (Dept. of Business Administration, Honam University)
Kim, Yong-Ho (Korea Convergence Industry Promotion Agency)
Publication Information
Journal of Digital Convergence / v.20, no.5, 2022 , pp. 197-203 More about this Journal
Abstract
This research emphasized the importance of consumers' perceived value and verified the mediating effect of innovation in the effect of consumers' perceived value on the purchase intention of new energy vehicles. To verify this, a survey was conducted on Chinese consumers. The verification results are as follows. First, it was verified that environmental value, social value, quality value, and economic value, which are sub-factors of perceived value, all have a significant positive effect on innovation. Second, it was found that innovation had a significant positive effect on purchase intention. Third, it was proved that innovation have partial mediating effects in the relationship between environmental values, social values, quality values, economic values, and purchase intention. Finally, the implications of this study result and future research directions were discussed.
Keywords
Perceived Value; Innovation; Purchase Intention; Chinese Consumers; New Energy Vehicles;
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Times Cited By KSCI : 2  (Citation Analysis)
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