The effect of cultural and psychological characteristics on the purchase behavior and satisfaction of electric vehicles: A comparative study of US and China

Abstract This is a viewpoint paper that compares the psychological and behavioral characteristics of electric vehicle (EV) owners in the United States and China. EV is viewed as the dominant next wave of automotive technology and this research is a cross‐cultural study of the two most important automotive markets in the world. In particular, this study surveyed actual EV users in the United States and China, and compared their psychological and behavioral characteristics. The study also shows that motivation for EV usage, reasons for purchase, and satisfaction are different across the two countries. US owners showed a higher propensity to innovate and greater knowledge of EVs than Chinese owners. Even though there was no difference between the two groups in terms of environmental concern, Chinese owners cited reputation and signaling social responsibility as being important considerations in their purchase of an EV, while US owners cited technological innovativeness, driving pleasure, and lower maintenance cost. Satisfaction with EV ownership was affected by economic benefit and environmental concern in China and innovation in the United States. This study shows how culture and stage of motorization are reflected in consumer behavior and satisfaction regarding EVs. EV manufacturers need to be aware of these differences when targeting the two markets.