How does experience impact the adoption willingness of battery electric vehicles? The role of psychological factors

Battery electric vehicles (BEV) have become the most effective and environmentally friendly means to replace internal combustion vehicles. However, given the fact that BEV are a relatively new product category, and the majority of car users have little experience of using BEV, consumers often have a misconception about BEV, and thus tend to avoid purchasing an electric vehicle. This paper aims to explore the role of customer experience and demonstrate how this experience affects the adoption willingness of BEV. Based on driving experience and the theory of planned behavior, the authors constructed a framework of influencing factors for electric vehicle adoption willingness with the incorporation of consumer experience as the antecedents of adoption willingness. Using sample data from Jiangsu province, China, our empirical analysis shows that the mean values of the subjective norm, perceived behavioral control, attitudes, and adoption willingness of experienced consumers are significantly higher than those of inexperienced consumers. Further, the adoption willingness is positively influenced by experience through direct and indirect paths, which confirms the significant mediating effects of subjective norm, perceived behavioral control, and attitudes (battery life, cruising range, low noise, and low emission).