From Experience to Intention: How Brand Experience Drives New Energy Vehicles (NEVs) Purchase Intention via Perceived Value and Brand Identification
Keywords:
Brand Experience; Perceived Value; Brand Identification; Purchase Intention; New Energy Vehicles; Xiaomi Auto; S–O–R FrameworkAbstract
This study examines how brand experience influences consumers’ purchase intention toward new energy vehicles (NEVs) in the context of Xiaomi Auto, and tests the mediating roles of perceived value and brand identification. Survey data were collected from 396 adult potential NEV consumers in Chengdu, China using a combined online–offline approach, and analyzed via confirmatory factor analysis and structural equation modeling with bootstrapping. Results indicate that brand experience significantly increases perceived value (β = 0.660, p < .001) and brand identification (β = 0.589, p < .001). Both perceived value (β = 0.223, p = .002) and brand identification (β = 0.195, p = .003) positively predict purchase intention, while brand experience also retains a significant direct effect on purchase intention (β = 0.358, p < .001). Bootstrapping confirms two significant indirect effects via perceived value (β = 0.147, 95% CI [0.056, 0.259]) and brand identification (β = 0.115, 95% CI [0.043, 0.203]), indicating partial mediation. The findings highlight that experience-centered branding shapes NEV purchase intention through both value-based evaluation and identity-based connection, offering actionable guidance for ecosystem brands designing multi-touchpoint experiences to convert consumer attention into purchase intention.
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