The Role of Perceived Risk and Environmental Concern in Consumers' Online Purchase Intention of Electric Cars in China

Xie Zhen; Raja Nerina Raja Yusof; Mass Hareeza Ali

In response to the global energy crisis and escalating environmental pollution, many countries have decided to halt the production of traditional fuel cars. China has been the world's largest producer and seller of electric cars for several years and also dominates the online retail market. Chinese consumers are increasingly inclined to purchase electric cars through online platforms due to government policies. Although many consumer behaviour researchers have been focusing on China's online retail and electric car markets recently, there has been limited integration of these two areas in research. Consequently, this paper aimed to address this research gap by examining how perceived risk (PR) and environmental concern (EC) influence Chinese consumers’ attitudes (CA) to purchase electric cars online. This study utilized the Technology Acceptance Model (TAM) to conduct a comprehensive analysis of the impact of perceived ease of use (PEU), perceived usefulness (PU), PR, and EC on CA and subsequently examine how these factors affect their purchasing intention (PI). A quantitative approach was employed, utilising a self-administered questionnaire for data collection, and descriptive and inferential analysis methods were applied to process the data in accordance with the research objectives. Data collection was conducted by means of online questionnaires, and the partial least squares (PLS) structural equation modelling based on variance analysis was employed to test the research hypotheses (H). This study enhances the applicability of the TAM in elucidating the behaviour of consumers regarding the online purchase of electric cars. Furthermore, it offers practical strategies and interactive guidelines for policymakers, e-commerce platforms, electric car manufacturers, and other stakeholders to steer consumers’ online car purchasing decisions.

Abas, P. E., & Tan, B. (2024). Modeling the impact of different policies on electric vehicle adoption: An investigative study. World Electric Vehicle Journal, 15(2), 52. https://doi.org/10.3390/wevj15020052
Anastasiadou, K., & Gavanas, N. (2022). State-of-the-art review of the key factors affecting electric vehicle adoption by consumers. Energies, 15(24), 9409. https://doi.org/10.3390/en15249409
Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184, 121997. https://doi.org/10.1016/j.techfore.2022.121997
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Delle Vicende Dell’agricoltura in Italia; Studio e Note Di C. Bertagnolli., 13(3), 319–340. https://doi.org/10.5962/bhl.title.33621
Davis, F. D. (1993). User acceptance of information technology: system characteristics, user perceptions and behavioral impacts. International Journal of Man-Machine Studies, 38(3), 475–487. https://doi.org/10.1006/imms.1993.1022
Dones, V., Flecha-Ortiz, J., Santos-Corrada, M., & Lopez, E. (2023). Do not run out of toilet paper! The risk communication on perceived risk on consumer behavior during the crisis COVID-19. International Journal of Pharmaceutical and Healthcare Marketing, 17(3), 380–404. https://doi.org/10.1108/IJPHM-07-2021-0074
Santos, P. M., & Cirillo, M. Â. (2023). Construction of the average variance extracted index for construct validation in structural equation models with adaptive regressions. Communications in Statistics - Simulation and Computation, 52(4), 1639–1650. https://doi.org/10.1080/03610918.2021.1888122
Eryolanda, E. I., Sukanto, A. G., Teasari, I., Mahyudi, A., Purnomo, A. Y., & Istijanto. (2024). Factors that influence electric vehicle purchase intention: an evidence from Indonesia. Matrik?: Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 86. https://doi.org/10.24843/MATRIK:JMBK.2024.v18.i01.p07
Featherman, M., Jia, S. J., Califf, C. B., & Hajli, N. (2021). The impact of new technologies on consumers beliefs: Reducing the perceived risks of electric vehicle adoption. Technological Forecasting and Social Change, 169(May), 120847. https://doi.org/10.1016/j.techfore.2021.120847
Ferrante, M., Ferro, N., & Losiouk, E. (2020). How do interval scales help us with better understanding IR evaluation measures? Information Retrieval Journal, 23(3), 289–317. https://doi.org/10.1007/s10791-019-09362-z
Förster, K. (2024). Extending the technology acceptance model and empirically testing the conceptualised consumer goods acceptance model. Heliyon, 10(6), e27823. https://doi.org/10.1016/j.heliyon.2024.e27823
Frank, D. A., Chrysochou, P., & Mitkidis, P. (2023). The paradox of technology: Negativity bias in consumer adoption of innovative technologies. Psychology & Marketing, 40(3), 554–566. https://doi.org/10.1002/mar.21740
Fricke, A., Pieper, N., & Woisetschläger, D. M. (2024). Smartness unleashed: a multilevel model for understanding consumers’ perceptions and adoption across a myriad of smart offerings. Journal of Service Theory and Practice, 34(2), 163–190. https://doi.org/10.1108/JSTP-12-2022-0269
Hasan, F., Zaidi, N., Kirmani, M. D., Kumar, A., Zahidi, F., & Rehman, A. (2024). Exploring the predictors of intention to purchase electric vehicles. 2024 International Conference on Electrical Electronics and Computing Technologies (ICEECT), 18(1), 1–6. https://doi.org/10.1109/ICEECT61758.2024.10739004
He, H., Wang, C., Wang, S., Ma, F., Sun, Q., & Zhao, X. (2021). Does environmental concern promote EV sales? Duopoly pricing analysis considering consumer heterogeneity. Transportation Research Part D: Transport and Environment, 91, 102695. https://doi.org/10.1016/j.trd.2021.102695
He, X., Hu, Y., & Hong, Z. (2023). Consumers’ intention to purchase electric vehicles: the moderating role of environmental awareness. Journal of Environmental Planning and Management, 68(4), 935–956. https://doi.org/10.1080/09640568.2023.2276060
Heng, T. Y., Ho, R. S., Pushpanathan, H. A., & Hu, A. Y. (2024). Factors influencing online shopping behavior of customers: A case study on Shopee. International Journal of Tourism and Hospitality in Asia Pasific, 7(2), 105–119. https://doi.org/10.32535/ijthap.v7i2.3253
Hoffmeyer-Zlotnik, J. H. P., & Warner, U. (2018). Data processing units. In Sociodemographic Questionnaire Modules for Comparative Social Surveys. SpringerBriefs in Population Studies. (pp. 113–117). Springer, Cham. https://doi.org/10.1007/978-3-319-90209-8_10
Jokhu, J. R. (2022). Care about the way you look? Website quality impact on purchase decision mediated by ewom and ease of use. Jurnal Ilmiah Manajemen Dan Bisnis, 8(3), 293–306. https://doi.org/10.22441/jimb.v8i3.17013
Jose, R., & Muhammed, S. V. (2024). Influence of sustainability concern in the purchase decisions of customers: A study on electronic goods. International Journal of Advanced Research in Science, Communication and Technology, 4(1), 136–139. https://doi.org/10.48175/IJARSCT-22022
Jumbri, J. A., Chai, M. L., Ismail, A. F. M. F., Jamal, F. N., Kurnianingrum, D., & Karmagatri, M. (2024). Customer acceptance for self-service technologies in Malaysian fast-food restaurants: An empirical study. Advances in Social Sciences Research Journal, 11(9), 220–233. https://doi.org/10.14738/assrj.119.17577
Kaptein, M. C., Nass, C., & Markopoulos, P. (2010). Powerful and consistent analysis of likert-type rating scales. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 2391–2394. https://doi.org/10.1145/1753326.1753686
Li, C., Wang, X., & Wang, L. (2024). Examining the crucial societal incentive approaches and their impact mechanisms to enhance the purchase intention of carbon-labeled products: A conjoined application of PLS-SEM and NCA methodologies. Energy & Environment. https://doi.org/10.1177/0958305X241251405
Liu, Y., & Mensah, I. K. (2024). Using an extended technology acceptance model to understand the behavioral adoption intention of mobile commerce among Chinese consumers. Information Development. https://doi.org/10.1177/02666669241277153
Malhotra, R., Garg, V., Aggarwal, P., Aggarwal, A., Bansal, O., & Tusnial, B. (2024). Consumer perception and buying behaviour regarding Eco-friendly products. Journal of Business Management and Information Systems, 11(1), 54–65. https://doi.org/10.48001/jbmis.1101005
Ministry of Environmental Protection. (2024). China Environmental Bulletin 2023. Https://Www.Mee.Gov.Cn/Hjzl/Sthjzk/Zghjzkgb/202406/P020240604551536165161.Pdf. https://www.mee.gov.cn/hjzl/sthjzk/zghjzkgb/202406/P020240604551536165161.pdf
Nasution, I. H., & Rahmat, R. (2023). Analysis of customer interest using soe bank mobile banking with technology acceptance models. Jurnal Multidisiplin Sahombu, 3(01), 16–23. https://doi.org/10.58471/jms.v3i01.1598
National Bureau of Statistics. (2023). China Statistical Yearbook. https://www.stats.gov.cn/sj/ndsj/2023/indexch.htm
Pamungkas, D. D. A. (2023). The influence of perceived value and product involvement towards purchase intention mediated by attitude. Journal of World Science, 2(7), 989–997. https://doi.org/10.58344/jws.v2i7.312
Putra, R. A., Ahmad, S., & Rahman, F. M. (2023). The Influence of Perceived Usefulness and perceived ease of use on behavioral intention on Brimo application users in Bengkulu city. Journal of Economics, Finance and Management Studies, 06(12). https://doi.org/10.47191/jefms/v6-i12-18
Renaldy, M., & Susilowati, C. (2024). Pengaruh perceived usefulness, perceived ease of use, dan trust terhadap purchase decision. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 3(1), 216–228. https://doi.org/10.21776/jmppk.2024.03.1.22
Rubia, J. M. D. L. (2019). Revisión de los criterios para validez convergente estimada a través de la Varianza Media Extraída. Psychologia, 13(2), 25–41. https://doi.org/10.21500/19002386.4119
Salama, R., Al-Turjman, F., & Altrjman, C. (2023). Mobile application system for online surveys and questionnaires. 2023 International Conference on Mechatronics, IoT and Industrial Informatics (ICMIII), 1–10. https://doi.org/10.1109/ICMIII58949.2023.00006
Salim, A., Syafri, & Nasrullah. (2024). Accelerating sustainability environment: Understanding electric vehicles (EVs) adoption with expanded technology acceptance model (TAM). International Journal on Advanced Science, Engineering and Information Technology, 14(2), 629–640. https://doi.org/10.18517/ijaseit.14.2.19996
Shaliha, A. I. P., & Marsasi, E. G. (2024). The influence of attitude and perceived risk to optimize intention to adopt based on theory of planned behavior in generation Z. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(2), 1679–1694. https://doi.org/10.37676/ekombis.v12i2.5427
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425. https://doi.org/10.2307/30036540
Vishwakarma, P. (2024). Investigating consumers’ adoption of electric vehicles: a perceived value-based perspective. Marketing Intelligence & Planning, 42(6), 1028–1051. https://doi.org/10.1108/MIP-05-2023-0228
Vithayathil, A. (2023). Charging Forward: Investigating Consumer Attitudes and Perceptions on Electric Vehicles. INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT, 07(03). https://doi.org/10.55041/IJSREM18415
von Böhlen, R., & Šimberová, I. (2023). Analysis of factors influencing car purchases on the Internet by automotive customers in Germany. Entrepreneurship and Sustainability Issues, 10(3), 340–361. https://doi.org/10.9770/jesi.2023.10.3(23)
Wang, Q., Zhu, X., Wang, M., Zhou, F., & Cheng, S. (2023). A theoretical model of factors influencing online consumer purchasing behavior through electronic word of mouth data mining and analysis. PLOS ONE, 18(5), e0286034. https://doi.org/10.1371/journal.pone.0286034
Wang, S. (2023). Analyze the phenomenon of perceived ease-of-use and perceived usefulness for consumers’ purchase intention. BCP Business & Management, 39, 204–213. https://doi.org/10.54691/bcpbm.v39i.4064
Wang, Z.-X., Chee, W. M., Zhang, Q., & Wang, L. (2024). An extended theory of planned behaviour for explaining Chinese domestic electric vehicle purchasing behaviour. International Journal of Humanities, Management and Social Science (IJ-HuMaSS), 7(1), 11–22. https://doi.org/10.36079/lamintang.ij-humass-0701.638
Xue, Y., Zhang, Y., Wang, Z., Tian, S., Xiong, Q., & Li, L. Q. (2023). Effects of incentive policies on the purchase intention of electric vehicles in China: Psychosocial value and family ownership. Energy Policy, 181, 113732. https://doi.org/10.1016/j.enpol.2023.113732
Zainol Alam, M. Z., Ahmad Agin, N. H., Suhaimi, S. A., Ayub, N., Nor, A. M., S. Kasavan, & N. E. A. B. Mohamad, Z. M. S. F. A. G. & N. I. N. R. (2023). Analysis of perceived usefulness and ease of use on online shopping intention. In A. H. Jaaffar, S. Buniamin, N. R. A. Rahman, N. S. Othman, N. Mohammad, S. Kasavan, N. E. A. B. Mohamad, Z. M. Saad, F. A. Ghani, & N. I. N. Redzuan (Eds.), Accelerating Transformation towards Sustainable and Resilient Business: Lessons Learned from the COVID-19 Crisis. European Proceedings of Finance and Economics (pp. 453–461). European Publisher. https://doi.org/10.15405/epfe.23081.39
Zhang, X., & Zhao, C. (2023). Resale value guaranteed strategy, information sharing and electric vehicles adoption. Annals of Operations Research, 329(1), 603–617. https://doi.org/10.1007/s10479-020-03901-4
Zhao, Z. (2024). How e-commerce development affects urban carbon emissions: Evidence from China. Highlights in Business, Economics and Management, 41, 597–612. https://doi.org/10.54097/9mpzyj08

Zhen, X., Yusof, R. N. R., & Ali, M. H. (2025). The Role of Perceived Risk and Environmental Concern in Consumers’ Online Purchase Intention of Electric Cars in China. International Journal of Academic Research in Business and Social Sciences, 15(2), 1218–1235.

Copyright: © 2025 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode

International Journal of Academic Research in Business and Social Sciences

Open Access Journal

The Role of Perceived Risk and Environmental Concern in Consumers' Online Purchase Intention of Electric Cars in China

Xie Zhen, Raja Nerina Raja Yusof, Mass Hareeza Ali

Further Information

Our Journals

Get intouch with us