Antecedents of Chinese Consumers’ Purchase Intentions Toward Hybrid Electric Vehicles (HEVs)

This study discovered what the key factors influencing Chinese customer’s attitudes and further affecting their purchase intention toward hybrid electric vehicles (HEVs) are based on a brand equity model. This paper adopts quantitative approach and conducts a survey method online to collect the data about Chinese customer’s perception of HEVs. Based on multiple linear regression analysis and further hierarchical regression, the research goal was achieved. Perceived quality, monetary-related functional value, and performance-related functional value are identified as the key factors affecting customer attitudes. The strong linkage between their attitudes and intention to buy is found. In addition, we found age, as a moderating variable is significantly considered, especially in the influence of perceived quality over attitude, functional value (monetary) over attitude, and attitude over intention.