Determinants of Switching Behavior of New Energy Vehicles in China: Evidence from Subjective Norms

Abstract

Purpose – This study investigates the determinants of the switching behavior of new energy vehicles in China. With the help of the Theory of Planned Behavior (TPB) and technology acceptance model (TAM), the moderating effect of subjective norms is discussed. Design/Methodology/Approach – We develop and test conceptual models using data collected from 240 respondents in China. Then, SPSS 25.0, AMOS 21.0, PROCESS v3.3, and SmartPLS 4.0.9.2 were used for empirical tests. Findings – The results show that perceived risk has a significant negative impact on switching intention, while perceived value and perceived ease of use have a significant positive impact on switching intention. Switching intention has a significant positive impact on user switching behavior. In addition, social identity has a positive correlation effect on attitude toward switching. Moreover, subjective norms have a moderating effect on the relationship between perceived risk, social identity, perceived value, perceived ease of use, and switching intention. Research Implications – The theoretical significance of this study lies in the technology acceptance model (TAM), theory of planned behavior (TPB), and the theory of perceived risk, perceived value, and social identity are introduced into the model to expand the model. Its practical significance is to provide feasible suggestions for the new energy automobile industry to meet user expectations, playing a guiding and reference role for the subsequent rise of renewable energy cars, and promoting the outlawing of fuel-powered autos and the sustainable development of renewable energy vehicles. © 2023 International Academy of Global Business and Trade. All rights reserved.