Data for how external stimuli can enhance consumers' purchase intention for new energy vehicles in the context of online shopping.xlsx

In the context of subsidy reduction, new players continue to enter the market, and market reshuffle is becoming fierce, and how to grasp consumer demand is critical for NEV companies. However, in the context of online shopping, consumer psychological characteristics, behavioral paths, and purchasing needs exhibit different characteristics from traditional shopping. To reveal the new characteristics of consumer psychology and purchase needs, we construct a comprehensive model based on Stimulus-Organism-Response Model and Elaboration Likelihood Model, which are suitable for the online shopping environment. This model is used to explore the impact of four external stimuli, namely cost factors, technological factors, user experience, and word of mouth, on enhancing consumers’ purchase intention for NEVs. The results indicated that, the four external stimuli make consumers perceive positive price value, quality value, and emotional value, thereby having positive impacts on perceived value and negative impacts on perceived risk. The perceived value of consumers positively affects the market acceptance of NEVs, while perceived risk negatively affects it. When perceived value exceeds perceived risk, it greatly enhances consumers’ market acceptance and form purchase intention. Finally, policy implications were proposed for the government and NEV enterprises.