Consumer purchase intention of new energy vehicles with an extended technology acceptance model: The role of attitudinal ambivalence

The mass diffusion of new energy vehicles (NEVs) in the automobile market depends largely on consumers’ acceptance behavior. In China, traditional culture induces attitudinal ambivalence in consumers’ purchase intention of NEVs. This study investigated the role of attitudinal ambivalence on consumers’ purchase intentions. An extended technology acceptance model (TAM) that incorporates attitudinal ambivalence is proposed. We conduct two sub-studies to verify the reliability of the proposed model by measuring subjective and objective attitudinal ambivalence respectively. The empirical results demonstrated that perceived usefulness, perceived ease of use, and perceived risk have a significant impact on the purchase intention of NEVs through the partial mediation of attitudinal ambivalence. Perceived risk and perceived ease of use have the strongest stimulating effect on attitudinal ambivalence and purchase intention respectively. Finally, we provide several managerial and policy implications for the advancement of NEVs.