Consumer Purchase Intention Towards Electric Scooters: Examining the Influence of Digital Electric Vehicle Information Exposure

Digitalization, Digital Electric Vehicle Information Exposure, Perceived Value, Perceived Risk, Purchase Intention, Electric Scooters, Consumer Behaviour

Consumer markets have undergone a remarkable digitalization, which has had a substantial impact on the way consumers obtain, evaluate and process product-related information prior to making purchasing decisions. The effects of Digital Electric Vehicle Information Exposure on the purchase intention of electric scooters in the study were mediated by Perceived Value and Perceived Risk. The study is based on Stimulus–Organism–Response model, which posits that digital information exposure is the stimulus, the perceived value and perceived risk are consumers' internal evaluations, and purchase intention is the behavioural response. The research method used was quantitative with a study design of descriptive survey, the sampling technique used was convenience sampling and the type of data obtained was primary data obtained by using a structured questionnaire with 297 respondents. The empirical test of the proposed model was conducted by the method of structural equation modelling (SEM). The results indicate that Digital Electric Vehicle Information Exposure significantly and positively affects Perceived Value and significantly decreases Perceived Risk. Perceived Value has significant influence on consumers' purchase intention, while Perceived Risk does not have significant direct influence on purchase intention. Moreover, Digital Electric Vehicle Information Exposure does not have a direct significant impact on buying intention. The mediation analysis shows that Perceived Value significantly mediates the relationship between Digital Electric Vehicle Information Exposure and purchase intention and Perceived Risk does not show a significant mediating effect. The results indicate that digital information has more of an impact on consumers' purchase intent for an electric scooter because it enhances their perception of product value, rather than by reducing their perceived risk. This study adds to the digital consumer behaviour and electric mobility literature by stressing the relevance of digital information exposure and evaluation from a value perspective in explaining the purchase intention of electric scooters.