The Influence of Consumer Trust in Smart Energy Ecosystems on Purchase Intention for New Energy Vehicles: The Mediating Role of Perceived Smart Mobility Benefits and the Moderating Effect of Digital Readiness
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The quick growth of smart energy ecosystems is creating intelligent charging networks, connected vehicles and digital service applications. As a result, consumers are appraising new energy vehicles (NEVs) in a different environment. However, we know little about consumer trust in these ecosystems and purchase decisions. To analyse the effect of consumer trust in smart energy ecosystem on NEV purchase intention, with perceived smart mobility benefits mediating and digital readiness moderating, the present study aims to fill this business research gap. Based on the theories of technology acceptance, trust transfer, perceived value, and stimulus-organism-response, a research model with hypotheses was developed and validated. Survey data were collected from 523 consumers in the Hebei Province of China. Important findings were resulted from the modeling. To begin with, consumer trust in smart energy ecosystems, covering technology, service provider, system reliability, and data security dimensions, has helped in having a positive impact and increase in smart mobility benefits (β = 0.536, p < 0.001). Furthermore, similarly consumer trust in smart energy ecosystems, has also managed to help with the increase in purchase intention (β = 0.187, p < 0.01). Secondly, the trust-intention relationship was partially mediated by perceived benefits of smart mobility, that is, 57.8% of the total impact. The effect of trust and perceived benefit on the intention to purchase is moderated by digital readiness, as it became significantly stronger for those digitally ready. It is important to note that digital readiness does not moderate the effect of trust on benefit perceptions. Rather, it affects whether benefit perceptions lead to purchase. The research results further extend trust research to the emerging realm of smart energy ecosystems. It clarifies that the cognitive pathway from trust to purchase intention and considers digital readiness a meaningful boundary condition. Strategies to boost NEV adoption have been suggested in the course of the research findings. They were termed complementary strategies.
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