Does experience drive potential buyers away? The influence of consumption values, emotions and experience on the purchase of battery electric vehicles

Consumption values influence consumer choices in many industries. However, prior experience does not appear to have been combined with consumption value theory to explain attitudes towards electric vehicles. According to consumption value theory, value is multi-dimensional and product choice is influenced by perceptions of utilitarian and emotional value. The objective of this study is to evaluate the extent to which perceived values, emotions and experience influence attitudes and purchase intentions. As a high involvement decision, car buying is generally considered from a utilitarian, cost-benefit perspective. By considering the emotional and experiential facets of decision making, this study contributes to the literature and extends the theory of consumption values. The findings are based on a survey of older, higher income car buyers (n = 340), a segment that might convert from conventional to battery electric vehicles. Data analysis consists of partial least squares structural equation modeling. The results show that anticipated emotions, contextual change, charging anxiety and hedonic value have a significant effect on attitudes, which drive purchase intentions. The results show that prior experience is a double edged sword: although prior experience weakens charging anxieties, it dampens emotions. Several recommendations for policy makers and practitioners are made to promote the diffusion of battery electric vehicles in Australia and other laggard markets.