Title Page
ABSTRACT
Contents
Chapter 1. Introduction 15
1.1. Research Background 15
1.2. Research Objective 18
1.3. Research Significance 21
1.4. Organization of the Dissertation 24
Chapter 2. Literature Review 28
2.1. The Concept of New Energy Vehicles 28
2.1.1. Characteristics of New Energy Vehicles 31
2.1.2. Policy Types of New Energy Vehicles 33
2.1.3. Infrasructure of New Energy Vehicle 39
2.2. Overview of Environmental Sensitivity 47
2.3. Overview of Experience Marketing 54
2.3.1. Research on Experience Economy 55
2.3.2. Research on Experience Marketing 58
2.3.3. Research on Experience Marketing of New Energy Vehicles 63
2.4. Research on Consumer Identity of New Energy Vehicles 66
2.4.1. Theoretical Research on Consumer Identity 66
2.4.2. Practical Research on Consumer Identity 70
2.4.3. Research on Consumer Identity of New Energy Vehicles 71
2.5. Literature Review on Greenwashing Perception 75
2.5.1. Researchon the Cause of Greenwashing Behavior 77
2.5.2. Research on the Consequences ofGreenwashing Behavior 81
Chapter 3. Research Design 88
3.1. Research Model 88
3.2. Research Hypothesis 90
3.2.1. Independent Variables 90
3.2.2. Mediator Variables 97
3.2.3. Dependent Variable 113
3.2.4. Moderating Variable 117
3.3. Measurement 120
3.4. Data Collection and Methods 126
Chapter 4. Results and Analysis 132
4.1. Demographic Descriptive Statistics 132
4.2. Descriptive Analysis of Variables 135
4.3. Reliability and Validity Analysis 137
4.3.1. Reliability Test 137
4.3.2. Exploratory Factor Analysis 139
4.3.3. Confirmatory Factor Analysis 144
4.4. Correlation Analysis 148
4.5. Hypothesis Testing 151
4.5.1. Structural Equation Model Test 152
4.5.2. Path Coefficient Analysis 154
4.5.3. The Mediating Effect Analysis 158
4.5.4. Moderating Effect Analysis 160
Chapter 5. Conclusion 164
5.1. Main Findings&Discussion 164
5.2. Implications 175
5.2.1. Theoretical Implications 175
5.2.2. Practicl Implications 180
5.3. Limitations and Future Research 186
References 190
국문초록 219
Appendix 1. Questionnaire (English) 223
Table 2-1. Characteristics of New Energy Vehicles 32
Table 2-2. 2016-2022 China's New Energy Vehicle Subsidy Standard 38
Table 2-3. Existing New Energy Charging Facilities in China 40
Table 2-4. China's Charging Facility Construction Policy 42
Table 2-5. The Natures of New Energy Vehicles Restricting Consumer to Buy 72
Table 2-6. Seven Forms of Greenwashing Perception 76
Table 2-7. Analysis of the Causes of Greenwashing Behavior 80
Table 3-1. Variable Title 123
Table 3-2. Analysis Methods Used in the Study 131
Table 4-1. Demographic Analysis Results 133
Table 4-2. Descriptive Statistics of Variables 136
Table 4-3. Reliability Analysis 138
Table 4-4. Results of Exploratory Factor Analysis 142
Table 4-5. Fit Indices of Measurement and Structural Model 146
Table 4-6. Convergent Validity Results 147
Table 4-7. Pearson Correlation with AVE Square Root Values 149
Table 4-8. Model Fitting for The Validated Factor Analysis 154
Table 4-9. Structural Equation Model Path Coefficient Test 156
Table 4-10. Results of Mediating Effect Test 159
Table 4-11. Results of Moderating Effect Test 161
Table 4-12. Summary of Hypothesis Test Result 162
Figure 2-1. Number of Foreign Papers On New Energy Vehicles 29
Figure 2-2. Number of Domestic Papers on New Energy Vehicles 30
Figure 3-1. Research Model 89
Figure 4-1. Confirmatory Factor Analysis Model Diagram 145
Figure 4-2. Structural Equation Model Result Diagram 153