A study of the impact of consumer perception on purchase intention of new energy vehicles

Name: Miao Zhenzheng

keyword: Independent Study

ThaSH: Business management

Classification :.DDC: 658.83

; new energy vehicles

ThaSH: Marketing research

; purchase intention

ThaSH: Consumer behavior

; perceived usefulness

ThaSH: Marketing -- Decision making

; perceived risk

; perceived enjoyment

; perceived cost

Abstract: With the rapid development of the socio-economic landscape, competition among brands and products has become increasingly fierce, leading to phenomena such as product homogenization and brand homogenization. As the demand for a better quality of life continues to grow, there is a trend towards diversification in the need for everyday physical consumer goods. Particularly, there is an increasing demand for aesthetically pleasing products, highlighting the growing importance of product aesthetic perception in everyday consumer goods. A research report by the China Household Electrical Appliances Association in 2023 proposed that aesthetic design will become one of the important development trends in household appliance products. Therefore, it is essential to explore whether product aesthetic perception affects consumers’ purchasing decisions and understand the underlying mechanisms and pathways. The research objective of this study was to explore the influence of product aesthetic perception, natural consciousness, self-affirmation and brand awareness on consumers’ purchase intention. Based on the theories of perception and awakening, this study focused on household electrical appliances as the research subject to explore the impact of product aesthetic perception on consumers’ purchasing intentions. Building upon the literature review, research hypotheses were formulated, and a research model was constructed. Quantitative research methods were employed, and data were collected through survey questionnaires. The data were then analyzed using SPSS and AMOS to test the reliability and validity and validate the hypotheses. The findings of this study are as follows: Firstly, product aesthetic perception significantly influences consumers’ purchase intention. Secondly, natural consciousness has a significant impact on consumers’ purchase intention. Thirdly, self-affirmation significantly affects consumers’ purchase intention. Fourthly, brand awareness has a significant influence on consumers’ purchase intention. Suggestions for future research include the following: Firstly, conducting qualitative research using the grounded theory to explore the relationship between product aesthetic perception and consumers’ purchase intention. Secondly, conducting separate studies on different types of products to explore the influence of product aesthetic perception on consumers’ purchase intention. Thirdly, further exploring the relationship between product aesthetic perception and purchasing behavior. Keywords: new energy vehicles, purchase intention, perceived usefulness, perceived risk, perceived enjoyment, perceived cost

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Qiu Chao

Role: Advisor

Created: 2567

Modified: 2568-07-30

Issued: 2025-07-30

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: International Master of Business Administration (I.M.B.A.)

Level: Master's Degree

Descipline: International Business Management

Grantor: มหาวิทยาลัยสยาม

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