The impact of interaction on the adoption of electric vehicles: Mediating role of experience value

Abstract

The widespread adoption of electric vehicles (EVs) largely depends on the acceptance of the public. Previous studies pay more attention to the factors affecting EV adoption from the customer perspective but lack the perspective of the interaction between sellers and customers. Based on a survey of 1,014 respondents in China, this work developed a research model analyzing the effect of interaction on the intention to purchase EVs and using experience value (EPV) as the mediating variable. The results showed that the functional experience value (FEV) was positively affected by the environment–customer interaction (ECI). The FEV, emotional experience value (EEV), and social experience value (SEV) were all positively affected by salesman–customer interaction (SCI). In addition, they all had positive impacts on purchasing intention (PI). We further analyzed the differences in the interaction between the different business models. Compared with multi-business model car companies, the ECI for single-business model car companies had a more positive impact on the PI. However, the impact of ECI for single-business model companies on PI was negative. The SCI of single-business model car companies positively impacted the PI, whereas the SCI of multi-business model car companies had no significant impact on the PI. These findings provide insight into further understanding the mechanism of interactions affecting EV adoption and help perfect future promotion strategies.

Analysis of Tesla's Marketing Strategy Model

“…First, the company's marketing endeavors have played a pivotal part in propelling the acceptance and prevalence of EVs. Tesla has systematically dismantled conventional skepticism by showcasing electric vehicles' remarkable capabilities and inherent advantages [14]. Via sleek design, high-performance metrics, and a focus on real-world applicability, Tesla has adeptly demonstrated that EVs can stand as compelling alternatives to traditional internal combustion engine cars.…”

“…Among the most enduring impacts of Tesla's marketing strategy resides in its unwavering emphasis on innovation and technological leadership. It introduced innovative features such as Autopilot, which offers autonomous driving capabilities, and pioneered the concept of over-the-air software updates [14]. Hence, Tesla has not merely redefined the traditional concept of an automobile but has also inscribed its commitment to pushing the boundaries of automotive technology into the collective consciousness.…”