The Impact of Perceived Interactivity on Electric Vehicle Purchase Intention: Chinese Consumers' Perceived Value

Abstract

With the rapid development of digital media, consumers are no longer merely passive recipients of product information; instead, they place greater emphasis on interactive experiences, information feedback, and autonomous control. As competition in the electric vehicle market continues to intensify, firms need not only to rely on product performance to attract consumers, but also to enhance consumers’ perceived value and purchase intention through more effective forms of interaction. The findings indicate that both two-way communication and user control have significant positive effects on perceived value; two-way communication, user control, and perceived value all have significant positive effects on consumers’ purchase intention; and perceived value plays a significant mediating role both between two-way communication and purchase intention and between user control and purchase intention. These findings suggest that a positive interactive experience can not only directly strengthen consumers’ purchase intention, but also further reinforce it by enhancing their evaluation of the value of the product and the information provided. By incorporating perceived interactivity and perceived value into a unified analytical framework, this study reveals the underlying mechanisms through which interactive factors influence purchase intention, thereby enriching research on consumer behavior in the electric vehicle sector. Firms can promote more positive consumer purchase decisions by strengthening two-way communication mechanisms, improving the user control experience, and enhancing the effectiveness of value communication.