Decoding EV Choices: How Pre-Purchase Behavior, Technology, and Policy Influence Buyers Through Mediating Effect of Behaviour

Abstract

Purpose

This study investigates the influence of pre-purchase behavior, technological factors, and policy mechanisms on consumer purchasing decisions for electric cars (EVs) in Nepal, with c behavior as a mediating variable.

Design, methodology, and approach

The research utilized descriptive and causal-comparative design. The study focused on electric car owners, and 400 participants were selected via a purposive selection method. Primary data were obtained from respondents through a standardized 5-point Likert Scale questionnaire. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to examine the relationships among variables, emphasizing direct and mediated effects.

Results

The findings demonstrate that pre-purchase behavior, technological factors, and policy mechanisms affect electric vehicle purchase decisions. Technological aspects emerged as the most significant direct and indirect predictors, underscoring the critical role of innovation and performance in influencing customer decisions. Policy instruments, including subsidies and tax incentives, demonstrated significant effects. Behavior served a crucial moderating function, highlighting decision-making's cognitive and emotional aspects. Notably, whereas pre-purchase behavior exerted a positive direct effect, its indirect influence via customer behavior was negative, indicating a possible dissonance between early assessments and emotional involvement.

Limitations and implications of the research

This study is confined to Nepal, an emerging economy, thereby limiting the findings' applicability to other contexts. Subsequent studies may broaden the model to incorporate supplementary mediators or investigate longitudinal impacts for enhanced understanding.

Practical implications

The study provides practical recommendations for politicians, manufacturers, and marketers to improve electric vehicle adoption. Strategies must promote technical innovation, formulate supportive policy frameworks, and address customer perceptions to reconcile discrepancies between pre-purchase assessments and final purchasing decisions.

Originality/Value

This research offers a complete framework for analyzing electric vehicle purchase decisions by integrating pre-purchase behavior, technological considerations, regulatory mechanisms, and behavioral mediation. It addresses theoretical deficiencies and comprehensively comprehends the interaction between behavioral elements and external influences in an emerging market setting.