Influence of Brand Image and Service Strategy 7P’s on the Purchase Intention of Chinese Family Electric Vehicles

Abstract

The purpose of this study is to examine the influence of brand image and service strategy 7P’s on the purchase intention of Chinese family electric vehicles. The objectives of this study are: 1) to analyze the demographic of customers who purchase family electric vehicles, 2) to analyze brand image, service strategy, and purchase intention and 3) to investigate the impact of brand image on marketing strategies targeting purchase intention. The focus of the research is the influence of brand image and service strategy 7P’s on the purchase intention of Chinese family electric vehicles. This study collected 400 sample data through a questionnaire survey and used Cronbach’s a coefficient to verify the reliability and validity of the scale. SPSS statistical analysis software was used for frequency analysis, descriptive statistics, and multiple regression analysis. The final results indicate that brand image has a significant impact on purchase intention, and when consumers perceive a good brand image, their purchase intention increases. The study also found that marketing strategies (price and promotion) have a significant impact on consumer purchase intention. This study provides preference data on consumer purchasing behavior, helping manufacturers of family electric vehicles better optimize their marketing strategies, and provides a good reference for the marketing development of China's family electric vehicle industry from both theoretical and practical perspectives.