중국 MZ세대 소비자의 전기차 지각된 가치, 지각된 위험이 구매의도에 미치는 영향: 신뢰의 매개효과

Abstract

This study aims to examine the structural relationships among perceived value, perceived risk, trust, and purchase intention regarding electric vehicles among Chinese MZ generation consumers. To achieve this objective, an online and offline survey was administered to Chinese MZ generation consumers in China, yielding a total of 344 valid responses. The collected data were analyzed using SPSS 27.0 and AMOS 26.0. Reliability analysis, exploratory factor analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling were performed. The key findings are as follows: First, perceived value was found to have a significant positive effect on purchase intention. Second, perceived risk was found to have a significant negative effect on purchase intention. Finally, perceived value and perceived risk were found to indirectly influence purchase intention through trust, which acts as a partial mediating mechanism.