The Impact of Social Media Marketing on Electric Vehicle Purchase Intention in Henan: An SOR Perspective
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates the impact of social media marketing (SMM) on private electric vehicle (PEV) purchase intentions in Henan Province, China, using the Stimulus-Organism-Response (SOR) model as the theoretical foundation. The research objectives were to: (1) examine the direct effect of SMM on purchase intention; (2) assess the mediating role of perceived value; and (3) evaluate the moderating effect of government policies. A quantitative methodology was employed, using a structured questionnaire distributed to 426 private PEV owners in Henan, selected via snowball sampling. Data analysis included reliability tests, correlation and regression analyses, and mediation/moderation tests. The results demonstrate that SMM has a significant positive direct effect on purchase intention (β = 0.872, p < 0.001). Furthermore, perceived value partially mediates this relationship, and government policies positively moderate it (interaction β = 0.082, p<0.001). This study enriches the SOR framework by integrating SMM and policy dimensions, offering theoretical contributions to PEV adoption literature and practical insights for marketers and policymakers in emerging regional markets.
Source: Rajapark Journal
Authors: Li, Jing, Gerdruang, Atiporn
Institution: Stamford International University
Language: English
Subfield: Electrical and Electronic Engineering
Field: Engineering
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W7215317366