Social and technological factors influencing consumer satisfaction with electric vehicles: An assimilation-contrast effect perspective

Abstract

Enhancing consumer satisfaction with electric vehicles, a key driver of sustainable transportation, is crucial for their widespread adoption. This study analyzes feedback from 362 early electric vehicle users, examining how the relationship between consumer expectations and actual experiences influences satisfaction through technological trust and “Mianzi” perception. We employ complex assimilation and contrast effect models to interpret the psychological mechanisms underpinning consumer satisfaction with electric vehicles. Our research identifies a significant cognitive chain in both technological trust and “Mianzi” perception, affecting consumer satisfaction. We also differentiate the roles of economic and relational compensation in satisfaction regulation. In technological trust, economic compensation can cause cognitive imbalance, while relational compensation strengthens technological trust by enhancing emotional and competence trust. Regarding “Mianzi” perception, economic compensation may trigger the Veblen effect, hindering early adoption, whereas relational compensation significantly enhances satisfaction by strengthening the emotional bond between users and vehicles. These findings enhance our understanding of the mechanisms driving consumer satisfaction with electric vehicles and offer strategic insights for manufacturers and policymakers. By refining marketing strategies and policy measures, stakeholders can more effectively promote electric vehicle adoption and advance sustainable transportation.