Study on the influence of brand perception of new energy vehicles on purchase intention based on Random Forest

To explore the influence mechanism of new energy vehicle (NEV) brand awareness on users’ purchase intention, this study adopt machine learning methods to conduct a questionnaire survey among 560 users who have recent NEV purchase intention. The data were collected through the brand awareness scale, perceived value scale, purchase intention scale, and green consumption value scale. The prediction model was constructed by Random Forest (RF) algorithm. The results show that: (1) After controlling gender and age, brand awareness significantly positively predicts the purchase intention of NEV users; (2) Perceived value plays an intermediary role between brand awareness and purchase intention; (3) Green consumption value has a moderating effect on the relationship between brand awareness and purchase intention. The higher the green consumption value, the stronger the influence of brand awareness on purchase intention. Machine learning analysis further revealed that brand awareness, quality dimension of perceived value and green consumption value were key features in predicting purchase intention, and the model accuracy reached 89.7% (F1=0.86). The findings of this study provide data-driven theoretical support for NEV brand marketing strategy.