Application of Regression model in Analyzing Carbon Emission Reduction Effect of Digital Economy Development: Evidence from China

This study examines how consumers' psychological requirements influence their purchase intention for new energy vehicles (NEVs). It seeks to determine how exogenous latent variables influence consumers' purchase intentions for NEVs in Guangzhou, China. Understanding these elements is important because they can help drive NEV manufacturers' marketing strategies and product development. To investigate the key factors influencing NEVs purchase intention, the study adopts the Stimulus-Organism-Response (SOR) model, which is combined with the Technology Acceptance Model (TAM) and Customer Perceived Value (CPV) theory. A questionnaire study was administered to Guangzhou residents to gather information about their perceptions of NEVs, such as perceived ease of use, perceived usefulness, perceived product quality, perceived service quality, and considered value of test drives. Structural Equation Modeling (SEM) was used to test the hypotheses and investigate the variables' direct and indirect impacts on purchase intention. The results show that the perceived ease of use had the greatest overall influence on NEVs purchase intentions, followed by perceived product quality, perceived usefulness, and perceived value of test drives. Perceived service quality, while significant, has a relatively little impact. Notably, women are more influenced by perceived ease of use and product quality perception, whereas men's purchase intention is primarily influenced by perceived service quality. Educational levels also have an impact, with highly educated people having a larger association between purchase intention and perceived ease of use. The direct effect of perceived usefulness on purchase intention has also been validated, emphasizing the importance of customers perceiving NEVs as valuable and useful. This study verifies the SOR model's usefulness in assessing purchase intentions for NEVs and demonstrates the important influence of customer psychological needs on purchasing decisions. The study makes specific strategic recommendations to NEV makers and marketers by identifying perceived ease of use, perceived product quality, and perceived usefulness as important factors of purchase intention. These include optimizing product design for ease of use, improving service quality, and promoting the value and use of NEVs through marketing initiatives. Overall, this study contributes to a better understanding of customer perceptions about NEVs and provides recommendations for increasing their acceptance in the Guangzhou market and elsewhere.