A STUDY OF THE INFLUENCE OF BRAND IMAGE ON THE PURCHASE INTENTION OF NEW ENERGY VEHICLES: THE MEDIATING EFFECT OF BRAND TRUST AND THE MODERATING EFFECT OF PERCEIVED VALUE

This article examines new energy vehicles as the research subject and analyzes the impact mechanism of brand image on purchase intention through empirical research. The research model is constructed based on the Stimulus-Organism-Response theory (S-O-R) and Theory of Planned Behavior (TPB). In this model, brand image is the independent variable, brand trust is the intermediary variable, purchase intention is the dependent variable, and perceived price is the moderating variable. Research hypotheses are proposed. A survey questionnaire is used to gather raw data, hypothesis testing is conducted using SPSS 21, and research conclusions are derived through empirical analysis. The results indicate that brand image significantly and positively affects consumers' purchase intention. Brand trust plays a mediating role in the relationship between brand image and purchase intention. Perceived value moderates the relationship between brand trust and purchase intention. Based on the research findings, specific management practices are proposed to optimize the brand image of new energy vehicles and stimulate and enhance consumers' purchasing intentions. The findings suggest prioritizing the cultivation of a strong brand image to boost purchasing intentions, addressing cognitive biases to strengthen brand trust, and focusing on developing perceived value to stimulate purchasing intentions.