The Influence of Brand Trust, Product Quality and Perceived Value on Chinese Consumers' Purchase Intention of BYD New Energy Vehicles in Changzhou City, China

Abstract

China leads the global New Energy Vehicle (NEV) market, yet the gap between purchase intention and actual adoption persists, especially in Tier 2 cities like Changzhou where infrastructure, affordability, and technological uncertainty remain key concerns. This research investigates the determinants of consumer purchase intention toward BYD New Energy Vehicles (NEVs) in Changzhou, China, utilizing the Theory of Planned Behavior (TPB) framework integrated with domain-specific constructs. The research examined how Brand Trust, Product Quality, and Perceived Value influence purchase intention in a Tier 2 city context. Using a quantitative research design, structured surveys were collected from 200 respondents in Changzhou and analyzed using SPSS through multiple linear regression. Results indicate that Brand Trust (? = 0.246, p < 0.05), Product Quality (? = 0.389, p < 0.05), and Perceived Value (? = 0.298, p < 0.05) all exert significant positive effects on purchase intention. The findings reveal that Brand Trust serves as a critical factor in mitigating perceived technological risks, while Product Quality, particularly BYD's proprietary battery technology, acts as a primary adoption driver. Perceived Value significantly influences decision-making, reflecting sophisticated cost-benefit analysis in the post-subsidy era. This research contributes to NEV adoption literature by providing localized insights from an industrial hub and expanding TPB through quality and trust-based variables in high-involvement technology contexts. Managerial implications suggest that NEV manufacturers should prioritize regional branding strategies and infrastructural alignment to convert positive intentions into actual purchasing behavior.