Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 41 , 10 November 2023
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Access | Article
The Impact of Expert Endorser in Electric Vehicle Advertising on Consumers' Purchase Intention
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Abstract
With increasing environmental protection awareness among the Chinese public, new energy vehicles are gradually replacing traditional gasoline vehicles and have become the mainstream choice for consumers. This prompts new energy vehicle brands to improve their marketing strategies to attract consumers. Among those marketing strategies, expert endorsements have proven to be an effective marketing method for automobile brands. This research adopted the literature analysis method to explore how expert endorsers impact purchase willingness based on the SOR model in the context of new energy vehicle advertisements. In addition, self-construal is added to the model to study its moderating role in the influence process of expert endorsement. Finally, the study found that expert endorsers can indirectly affect consumers' purchase intentions through perceived trust, and different types of self-construal can moderate the level of consumers' perceived trust in expert endorsers. This study provided strategic suggestions for the precise marketing of new energy vehicle brands and expanded the application of the SOR model in green marketing.
Keywords
expert endorsement, new energy vehicles, sor model, self-construal
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-103-2
- ISBN (Online)
- 978-1-83558-104-9
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/41/20232051
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited