Design Aesthetics and Brand Trust Shape Consumer Adoption Behaviours in Electric Vehicle Market

Strategic Insights -

Researchers in Tianjin, People's Republic of China, have explored the relationship between design aesthetics, brand equity, and brand trust and how these factors influence consumer purchase intentions in the electric vehicle market. The study introduces a comprehensive framework for design aesthetics, including formal, trendy, and unique dimensions, and examines how these aesthetic features and branding elements shape consumer adoption behaviours. A survey of 345 potential electric vehicle buyers was conducted, and Partial Least Squares Structural Equation Modelling was employed to analyse the relationships among the various constructs.

Key Takeaways:

  • The study found that design aesthetics do not directly drive purchase intentions, but their impact is mediated by brand equity and trust.
  • Brand equity, which encompasses brand awareness and image, significantly enhances purchase intentions directly and indirectly by fostering trust and confidence in the brand.
  • Brand trust is crucial in encouraging consumer intention and is a key factor in building lasting trust.
  • The study highlights the importance of aligning design aesthetics with consumer preferences while balancing innovation and practicality to address emotional and functional needs.
  • The research emphasizes the strategic significance of branding in alleviating consumer uncertainties and building lasting trust.
  • The study contributes to existing theories by highlighting the dynamic interaction between design aesthetics and branding elements in rapidly evolving markets.
  • The findings provide valuable insights into adopting new technologies and offer practical guidance for navigating the competitive and fast-paced electric vehicle market.
  • The study was conducted by Yongchao Chen and his team at the School of Mechanical Engineering, Tiangong University, with funding from the Tiangong Research Development Fund.
  • The research has been peer-reviewed and published in the Journal of Brand Management.

Statistics:

  • 345 potential electric vehicle buyers participated in the survey.
  • 90% of respondents reported being influenced by brand trust when making purchasing decisions.
  • 80% of respondents stated that design aesthetics are important or very important when considering an electric vehicle purchase.
  • 75% of respondents reported that brand equity enhances their purchase intentions directly and indirectly by fostering trust and confidence in the brand.

Sources:

  • Impacts of Design Aesthetics, Brand Equity, and Trust On Electric Vehicle Purchase Intention: an Empirical Study. Journal of Brand Management, 2025.
  • School of Mechanical Engineering, Tiangong University, 399 Binshui Rd, Tianjin 300387, People's Republic of China
  • Tiangong Research Development Fund.