Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)

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A Study on the Impact of New Energy Vehicle Brand Touchpoints on Consumer Purchase Decisions

Authors
Kairuo Lu1, *
1Business School, Beijing Technology and Business University, Beijing, 100000, China
*Corresponding author. Email: 2209020115@st.btbu.edu.cn
Corresponding Author
Kairuo Lu
Available Online 3 November 2025.
DOI
10.2991/978-94-6463-874-5_66How to use a DOI?
Keywords
New Energy Vehicles; Consumer Purchasing Decisions; Brand Touchpoints
Abstract

With the rapid development of China’s new energy vehicle (NEV) market, the role of brand touchpoints in consumers’ purchasing decisions has become increasingly prominent. This study systematically explores the impact of NEV brand touchpoints on consumer purchasing decisions through literature analysis, questionnaire surveys, and case studies. Based on 367 valid questionnaire responses, the study analyzes consumers’ preferences for information acquisition channels and purchasing decision factors. It finds that official websites (33.24%) and social media advertisements (30.52%) are the primary information sources, with range (mean 4.31), charging infrastructure convenience (mean 4.24), and price (mean 4.17) being the most influential factors in purchasing decisions. Differences in touchpoint preferences and decision factors are observed across gender, age, and income groups. Drawing on case studies of brands such as NIO and XPeng, this study proposes strategies to optimize brand touchpoints, including defining core brand values, strengthening store construction, and leveraging brand communities to enhance consumer purchase intention. This paper provides theoretical support and practical guidance for precise marketing by NEV companies and policy formulation.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 November 2025
ISBN
978-94-6463-874-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-874-5_66How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kairuo Lu
PY  - 2025
DA  - 2025/11/03
TI  - A Study on the Impact of New Energy Vehicle Brand Touchpoints on Consumer Purchase Decisions
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 564
EP  - 575
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_66
DO  - 10.2991/978-94-6463-874-5_66
ID  - Lu2025
ER  -