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Analyzing The Relationship Between Consumption Values And Battery-Electric Vehicle Adoption:A Comparison Of German And Chinese Consumer Groups

Posted on:2020-12-15Degree:MasterType:Thesis
Country:ChinaCandidate:Jennifer FieresFull Text:PDF
GTID:2392330620460462Subject:Business Administration
Abstract/Summary:PDF Full Text Request
In the recent discourse about more sustainable modes of transportation,governments have hitherto extrinsically incentivized the adoption of batteryelectric vehicles(BEVs).With rising sales volumes,this diffusion approach will eventually become economically untenable,wherefore alternative stimuli for BEV adoption are needed to substitute for those extrinsic motivators.Therefore,drawing on surveys of German and Chinese consumers,this study applies the consumption value theory to analyze the effects of consumer perceived value on the adoption intention and ascertains their role within the consumer purchase decision of different consumer groups.Using logistic regression analysis,findings indicate that national culture and consumer culture both affect the perceived value of a BEV and the adoption intention relating thereto.German consumers are generally driven by hedonic and emotional values of a BEV,while Chinese consumers are driven by conditional value factors,such as the environmental state and market conditions.In both countries,the Pioneer segment shows a clear sociodemographic profile and unconcern for policy incentives.This group's adoption intention stems from the excitement of hedonic attributes of the car so much so that it makes them willing to accept sacrifices for convenience(Germany),or the urge to gain social status by complying with social group norms of environmentally friendly behavior(China).The latter phenomenon is apparent among the German Potential Mainstreamers,indicating this social norm of environmental concern and caring for society is embedded in the larger part of the current German zeitgeist.Influencers in China are primarily stimulated by the policy incentives and price reductions they entail,so currently this group does not show intrinsic motivation towards the adoption of a BEV.Implications of the findings and marketing measures for the different countries are discussed.
Keywords/Search Tags:BEV, adoption intention, consumption values, consumer groups
PDF Full Text Request
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