Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 41 , 10 November 2023


Open Access | Article

The Impact of Expert Endorser in Electric Vehicle Advertising on Consumers' Purchase Intention

Qingwei Wang * 1
1 University of Nottingham Ningbo

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 41, 106-110
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
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.
Citation Qingwei Wang. The Impact of Expert Endorser in Electric Vehicle Advertising on Consumers' Purchase Intention. AEMPS (2023) Vol. 41: 106-110. DOI: 10.54254/2754-1169/41/20232051.

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

1. Electric Vehicles - China (2023) Statista. Available at: https://www.statista.com/outlook/mmo/electric-vehicles/china, last accessed 2023/6/3.

2. He, J. et al.: Research on marketing strategy of new energy vehicles in China: Take BYD brand as an example, in Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022). Paris, France: Atlantis Press. (2022)

3. Hussain, A. et al.: Integrating the S-O-R model to examine purchase intention based on Instagram sponsored advertising. Journal of promotion management, 29(1), 77–105(2023).

4. Fernández, I., González, J.L., Paez, D.: Independent and interdependent self-construals and socio-cultural factors in 29 nations. Revue Internationale de Psychologie Sociale, 18(1), 35-63(2005).

5. Pan, T., Lv, Y.: Research on influencing factors of user participation behavior based on SOR Model in online health community. Information and Documentation Work, 43(2), 76-83(2022).

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7. Biswas, D., Biswas, A., Das, N.: The differential effects of celebrity and expert endorsements on consumer risk perceptions; The role of consumer knowledge, perceived congruency, and product technology orientation. Journal of Advertising, 35(2), 17-31(2006).

8. Munnukka, J., Toivonen, H., Uusitalo, O.: Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, (2016).

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10. Liu, Y.: Current status and the prospect of self-construal research. Advances in Psychological Science, 19(3), 427-439(2011).

11. Dholakia, R., Phillips, L. W., Sternthal, B.: The persuasive effect of scarce credibility: a situational analysis. Public Opinion Quarterly, 42(3), 285-314(1978).

12. Omar, N.A. et al.: The influence of self-efficacy, motivation, and independence on students’ entrepreneurial intentions. Journal of Nusantara Studies 4(2), 1–28(2019).

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
© 2023 The Author(s)
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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated