Abstract

Electrified vehicles have become a solution to greenhouse gas emissions. However, the diffusion of this sustainable transportation is slow, and consumer innovativeness is suggested to have a weak predictive power on electrified vehicle adoption. The aim of this study was to understand how consumer innovativeness and involvement may affect customers’ electrified vehicle purchase behavior. The results indicate that consumer innovativeness has less ability to predict electrified vehicle adoption. This finding offers insights for the formulation of marketing strategies on facilitating electrified vehicle adoption, which should focus on highly involved consumers with a high level of consumer innovativeness. This study highlights the importance of the role of personality traits and supports the proposition that of distinction between consumer innovativeness and involvement. This study focuses on the role of personality traits on consumers’ actual electrified vehicle adoption behavior rather than purchase intention.

摘要

电动汽车已成为温室气体排放的解决方案。然而，这种可持续交通的传播速度很慢，而且消费者的创新性被认为对电动汽车的采用具有较弱的预测能力。本研究的目的是了解消费者的创新性和参与度如何影响客户的电动汽车购买行为。结果表明，消费者创新性对电动汽车采用的预测能力较低。这一发现为制定促进电动汽车采用的营销策略提供了见解，该策略应侧重于具有高度消费者创新性的高度参与的消费者。本研究强调了人格特质的重要性，并支持区分消费者创新性和参与度的命题。本研究侧重于人格特征对消费者实际电动汽车采用行为的作用，而不是购买意愿。