Author(s)

Xiao Yang^*, YvMei Long, QingPing Liang, JinYan Li, JingWen Sun

Affiliation(s)

School of Management, Guangxi Minzu University, Nanning 530006, Guangxi, China.

Corresponding Author

Xiao Yang

ABSTRACT

This paper explores the market prospects and consumer behavior intentions towards new energy vehicles in Guangxi under the context of new quality productivity. By comprehensively applying the American Customer Satisfaction Index (ACSI) theory, Stimulus-Organism-Response (SOR) model, structural equation modeling, and K-means cluster analysis, the multidimensional characteristics of consumer behavior are revealed. The findings are as follows: (1) Age, occupation, monthly income, and marital and parental status significantly influence the purchase of new energy vehicles. Older individuals, higher-income corporate employees and drivers, as well as those who are married with children, have a higher purchase rate. (2) Purchasers prioritize technological innovation and functionality when buying new energy vehicles and tend to opt for emerging brands that incorporate new technologies. Customer satisfaction is directly linked to the quality of new energy vehicles, affecting the willingness for repeat purchases and recommendation behaviors. Thus, enhancing the perception of quality is crucial. (3) The main reason non-purchasers have not bought new energy vehicles is their concerns about safety. Enhancing safety, battery life, and cost-effectiveness are key to attracting potential consumers. Positive feedback on product awareness and online reviews influences purchasing intentions, necessitating targeted approaches to meet the diverse needs of different consumer groups to increase market penetration.

KEYWORDS

New Quality Productivity; Guangxi; New Energy Vehicles; Structural Equation Modeling; Strategic Analysis

CITE THIS PAPER

Xiao Yang, YvMei Long, QingPing Liang, JinYan Li, JingWen Sun. An investigative analysis of the market prospects and consumer behavioral intentions for new energy vehicles in Guangxi under the context of new quality productivity. Trends in Social Sciences and Humanities Research. 2024, 2(2): 48-71. DOI: 10.61784/tsshrv2n2101.

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