A Study on the Impact of New Energy Vehicle Brand Touchpoints on Consumer Purchase Decisions

With the rapid development of China’s new energy vehicle (NEV) market, the role of brand touchpoints in consumers’ purchasing decisions has become increasingly prominent. This study systematically explores the impact of NEV brand touchpoints on consumer purchasing decisions through literature analysis, questionnaire surveys, and case studies. Based on 367 valid questionnaire responses, the study analyzes consumers’ preferences for information acquisition channels and purchasing decision factors. It finds that official websites (33.24%) and social media advertisements (30.52%) are the primary information sources, with range (mean 4.31), charging infrastructure convenience (mean 4.24), and price (mean 4.17) being the most influential factors in purchasing decisions. Differences in touchpoint preferences and decision factors are observed across gender, age, and income groups. Drawing on case studies of brands such as NIO and XPeng, this study proposes strategies to optimize brand touchpoints, including defining core brand values, strengthening store construction, and leveraging brand communities to enhance consumer purchase intention. This paper provides theoretical support and practical guidance for precise marketing by NEV companies and policy formulation.