A STUDY ON THE INFLUENCE OF XM BRAND IMAGE ON XM NEW ENERGY VEHICLE CONSUMERS' PURCHASE INTENTION

Nowadays, the new energy vehicle market is developing rapidly, and many companies that were originally not in the automotive industry have also entered it. This study takes XM as an example to construct a research model and refine multiple dimensions of perceived value. Three dimensions divide the mediating variables of brand image's influence on purchase intention in cross-domain sales, along with perceived gain and loss. From brand image to perceived value to the path of consumers' purchase intentions, they are interlocking. Brand image has a strong influence on consumers' purchase intention, has a significant positive impact on perceptual gain, and has a significant negative impact on perceived loss. Perceptual gain has a significant positive impact on purchase intention, while perceived loss has a significant negative impact. Ultimately, the conclusions suggest that at the enterprise level, companies should implement the following strategies: 1) Pay attention to the original brand's image in cross-field sales; 2) convey a positive brand image to consumers, actively interact, and pay attention to their inner perceptions; 3) leverage brand popularity and strengthen brand building; and 4) enhance the social value of the brand and reduce the customers' perception of financial risk. From the consumers' perspective, they should consider the following points: 1) Acknowledge the distinction between the original company's brand image and the brand image of new energy vehicles; 2) Focus on the core of the new energy vehicle brand and contribute to its development and construction.