Impact of information processing on purchase intention in new energy vehicle product harm crises

Abstract Within the increasingly complex and changeable market environment of new energy vehicles, consumers' attention to product safety has increased significantly, and higher, updated requirements are put forward at the level of product safety. Simultaneously, a product harm crisis, which often entails product recalls, can lead to consumer concerns regarding product specifications and security. Based on the heuristic‐systematic model, this study verified the effect of information processing on the vehicle purchase intention of consumers during crisis situations and conducted an empirical study through questionnaires and structural equation modelling. The data obtained in this study presents the following relationships: (1) risk perception has a significant and positive influence on information search and systematic processing but a negative influence on heuristic processing; (2) heuristic processing and systematic processing have a significant and positive influence on purchase intention; (3) information search has a significant and positive influence on heuristic processing and systematic processing. The study can offer a relevant basis and suggestions for risk communication of new energy vehicle enterprises, thereby fundamentally improving consumer loyalty.