Abstract
Introduction: New energy vehicles (NEVs) refer to automobiles powered by alternative energy sources to reduce reliance on fossil fuels and mitigate environmental impacts. They represent a sustainable transportation solution, aligning with global efforts to promote energy efficiency in the automotive sector. Aim: The purpose of this research is to investigate the influence of social demand on the business model of NEVs. Through a comprehensive analysis of consumer preferences and market dynamics, the research aims to identify strategies for driving the sustainable growth of the NEV industry in respond to societal demands. Research methodology: We conduct a questionnaire survey on 2415 individuals and evaluated that questionnaire data by multifactor analysis of variance to examine individual consumer characteristics. We employed NOVA to evaluate the differences in market penetration factors. Additionally, a regression analysis model is utilized to examine accessibility element’s effects on the consumer’s intensions to buy, addressing categorical and ordered data requirements effectively. Research findings: This research demonstrates that middle-aged and adolescent demographics show the highest willingness to purchase NEV’s, particularly emphasizing technological advancements. Consumer preferences vary based on focus like NEV type, model and brand, necessitating tailored marketing strategies. Conclusion: Improving perception levels and addressing charging convenience and innovative features are vital for enhancing market penetration and sustainable business growth in the NEV industry.
Keywords
business model; new energy vehicles (NEVs); marketing strategies; social demand
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