Abstract
With increasing environmental protection awareness among the Chinese public, new energy vehicles are gradually replacing traditional gasoline vehicles and have become the mainstream choice for consumers. This prompts new energy vehicle brands to improve their marketing strategies to attract consumers. Among those marketing strategies, expert endorsements have proven to be an effective marketing method for automobile brands. This research adopted the literature analysis method to explore how expert endorsers impact purchase willingness based on the SOR model in the context of new energy vehicle advertisements. In addition, self-construal is added to the model to study its moderating role in the influence process of expert endorsement. Finally, the study found that expert endorsers can indirectly affect consumers' purchase intentions through perceived trust, and different types of self-construal can moderate the level of consumers' perceived trust in expert endorsers. This study provided strategic suggestions for the precise marketing of new energy vehicle brands and expanded the application of the SOR model in green marketing.
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