The Impact of Private Domain Marketing Techniques on the Purchase Intention of New Energy Vehicle

DOI

10.2991/aebmr.k.220404.029How to use a DOI?

Keywords

New energy vehicle; Private domain; Internet marketing; Empirical analysis

Abstract

Contemporarily, the new energy vehicle industry needs to rely more on marketing tools to promote sales. Compared to traditional marketing strategies, the private domain marketing tools are more likely to stimulate the purchase behaviour of potential users of new energy vehicles nowadays. This paper employs empirical study based on questionnaires and data analysis to investigate the impact of three private marketing tools (brand positioning, user community culture and point redemption policies) on the purchase behaviour of potential users of new energy vehicles. According to the analysis, among the three private marketing tools, brand positioning is the most attractive to users, followed by the brand’s user community culture and finally the brand’s points redemption policy. Although age, annual income, gender and education level did not have a significant effect on the purchase intentions and preferences of potential new energy vehicle consumers for the private domain marketing tools, there were still differences in the sensitivity and preferences of the three private domain marketing tools among potential buyers. Therefore, new energy vehicle brands can choose to focus on marketing techniques to attract potential consumers according to their target groups, to complete sales conversion and ultimately to increase market sales and market share. These results offer a guideline for the implementation of internet private domain marketing for new energy vehicle companies.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Shuangyu Mo
PY  - 2022
DA  - 2022/04/18
TI  - The Impact of Private Domain Marketing Techniques on the Purchase Intention of New Energy Vehicle
BT  - Proceedings of the 2022 International Conference on Creative Industry and Knowledge Economy (CIKE 2022)
PB  - Atlantis Press
SP  - 150
EP  - 159
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220404.029
DO  - 10.2991/aebmr.k.220404.029
ID  - Mo2022
ER  -