Publication Type
PhD Dissertation
Version
publishedVersion
Publication Date
12-2025
Abstract
The global automotive industry is accelerating its shift toward electrification and intelligence. Against this backdrop, China has emerged as a frontrunner in the new energy vehicle (NEV) sector, fueled by targeted policies and continuous technological innovation. However, despite the rapid expansion of Chinese domestic NEV brands in both technology and market presence, they still grapple with challenges, including heterogeneous consumer acceptance and insufficient brand premium. This study focuses on the intelligent cockpit, the core of differentiated competition, and deeply explores how its multi-dimensional value attributes shape Chinese consumers' purchasing decisions, in order to reveal the key driving mechanisms of market penetration.
As the core carrier of human-machine interaction (HMI), the intelligent cockpit significantly enhances driving safety and user experience by integrating intelligent in-vehicle systems, multi-modal interaction, scenario-based services, and emotional design. Nevertheless, the structural mismatch between technological supply and consumer demand underscores the complexity of the value perception mechanism. To address this gap, this study innovatively integrates the Perceived Value Theory (PVT) and Innovation Diffusion Theory (IDT) to construct a "technology-value-purchase" dynamic analytical framework. Employing a mixed-methods research design—combining in-depth interviews, structural equation modeling (SEM), and discrete choice experiments—it systematically deciphers the logical chain of consumers' decision-making processes. Key findings are as follows:
(1) Dual drivers of technical practicality and emotional connection: The stability of intelligent in-vehicle systems and personalized services of in-vehicle AI lay the foundation for functional value. The fluency of interaction systems (e.g., speech recognition accuracy reaching 97%) and the intelligence of comfort functions (e.g., dynamic environment adjustment) generate a 28% mediating effect on emotional value, achieved by reducing cognitive load and enhancing user pleasure.
(2) Intergenerational trade-offs between risks and costs: Significant intergenerational differences exist in consumers' acceptance of intelligent cockpit premiums. Younger cohorts show a stronger inclination to pay premiums for technological experience, while pragmatic users prioritize cost-effectiveness. Meanwhile, concerns over data privacy and algorithmic transparency emerge as core risk factors hindering consumers' adoption of intelligent cockpits, with heterogeneous impacts across different generations.
(3) Collaborative pathways of localized adaptation and global output: Cultural values (e.g., collectivist tendencies) exert a significant influence on consumers' functional preferences. The export of technical standards to markets along the "Belt and Road" requires the integration of scenario-based services and data security agreements, facilitating the transformation of Chinese brands from "product export" to "ecological co-construction."
Theoretically, this study breaks through the one-dimensional perspective of traditional technology adoption, proposes a "sustained value evolution" mechanism, and reveals the long-term path for intelligent cockpits to achieve user stickiness through OTA iterations and emotional design. Practically, it puts forward the strategies of "prioritizing core functions, building trust, and embedding culture" for enterprises, and provides a basis for policymakers to optimize infrastructure and consumer education systems. Future research may extend to cross-cultural comparative studies and the exploration of "holographic cockpits" enabled by meta-universe technology, so as to dynamically capture the evolutionary laws of the intelligent mobility ecosystem and support the Chinese automotive industry in realizing a value leap in global competition.
Keywords
Intelligent Cockpit, Consumer Decision-making, Value Game, Localized Innovation, Electric Vehicle Ecosystem
Degree Awarded
Doctor of Business Administration (Accounting and Finance)
Discipline
Accounting | Finance and Financial Management
Supervisor(s)
WANG, Jiwei
First Page
1
Last Page
188
Publisher
Singapore Management University
City or Country
Singapore
Citation
SONG, Zhaohuan.
Exploring the factors influencing the adoption intention of Chinese brand electric vehicles: a study on the impact of intelligent cockpits and consumer preferences. (2025). 1-188.
Available at: https://ink.library.smu.edu.sg/etd_coll/826
Copyright Owner and License
Author
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.