Exploring the O2O (online to offline) marketing design of electric vehicles based on consumers’ emotions

Abstract

In this study, we present how electric car marketing makes a practical appeal to elicit consumers’ emotions by its unique design characteristics to determine the essential attractive features that are beneficial for promoting the sales of this type of promising vehicle. Thus, we investigate why consumers prefer electric vehicles to fuel cars and what specific characteristics make them willing to own electric vehicles. Furthermore, the preference-based research method is applied to reveal the underlying meaning behind the appeal of electric cars in this study. Hence, this study uses the evaluation grid method to collect professional concepts and establish a semantic hierarchical diagram of preferences for electric vehicles. Then, quantification theory type I is used to analyze the questionnaire survey of consumers’ preferences. The three best original evaluation items of electric cars are determined, including “scenario-based,” “accessible,” and “visionary.” This study provides essential information for managers, designers, and researchers of electric vehicles. The study also contributes to the design, marketing, and consumer psychology.