RESEARCH ON THE MECHANISM OF THE INFLUENCE OF INTELLIGENT FEATURE EXPERIENCE ON CONSUMERS' INTENTION TO PURCHASE NEW ENERGY VEHICLES

New energy vehicles have gained consumer favor through their cool and innovative appearance, low operating costs, and intelligent scenario solutions. As technology and consumer tastes have improved, the market for new energy vehicles has slowly changed from being "policy-driven" to "user demand-driven”. For Chinese consumers, "intelligent feel" has become one of the most important factors in their buying decisions. Based on the SOR model and the TAM model, this study explores the influence mechanism of consumers' intelligent feature experience on their purchase intention for new energy vehicles and the moderating role of individual innovativeness. The results show that intelligent feature experience has a significant positive impact on perceived value and purchase intention of new energy vehicles, with a stronger effect on perceived usefulness compared to perceived ease of use. Perceived value has a significant positive impact on the purchase intentions of new energy vehicles. Individual innovativeness plays a significant positive moderating role both between intelligent feature experience and purchase intention and between intelligent feature experience and perceived value.