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The purpose of this study is to identify and validate the key consumer-related factors influencing consumer attitude toward electric vehicles (EVs) and intention to purchase EVs. The role of consumer attitude in mediating consumer-related factors and intention to buy is also explored in this study. Consumer-related factors considered in this study include environmental orientation (EO), new technology orientation (NTO), social orientation (SO) and perceived monetary benefits (PMB).

Data for the study were collected from individuals who do not own an EV in Chennai, Tamil Nadu, India. Data were collected from 388 respondents using Google Forms. Convenience sampling technique was used to identify the respondents. Both descriptive and inferential statistics techniques were used to analyze data collected.

The study identified EO, SO and PMB as antecedents of attitude (ATT) toward EV and NTO, SO and PMB as potential drivers of EV purchase intention (PI). In addition, the authors also observe that EO is fully mediated by ATT toward consumer PI, whereas ATT partially mediates the relationship between the independent variables SO and PMB and the dependent variable PI.

EVs are at the forefront of automotive innovation. Automobile industries producing EVs showcase a commitment to embracing cutting-edge technology, positioning their companies as forward-thinking and technologically advanced. Creating awareness about EV technology, dispelling myths about range anxiety and charging times should be done methodologically. The lower operating costs of EVs and the government policies that reduce the total cost of ownership can lead to faster market penetration. The widespread adoption of EVs can contribute to a nation’s economic growth by adding new businesses in the industry, infrastructure development and job creation.

The reduced environmental impact of EVs, such as improved air quality and reduced greenhouse gas emissions, can lead to significant societal benefits in terms of better human health and mitigating the effects of climate change. Governments can leverage these benefits to achieve climate targets and improve public health.

Studies about EV diffusion and adoption in India are yet to gain momentum considering the slow penetration of EVs in the Indian automobile market. The Indian Government is enforcing policies and incentives to accelerate the adoption of EVs. However, without understanding the drivers of consumer EV adoption, it is difficult for policymakers to accelerate the growth of the EV market. The present study is one step toward understanding the same in its original sense.

Influencers’ vlogs have the potential to impact consumer behaviors through vlog-embedded corporate sponsorship and brand collaborations. However, even without brand involvement, vlogs can also “unintentionally” benefit influencers as a relationship-building tool. This study is designed to investigate the relationship between vlog-viewing and audiences’ purchase behaviors of influencer-recommended products through the impacts of influencer–follower interactions, perceived influencer credibility and parasocial relationships.

An influencer-disseminated online survey was conducted in collaboration with a YouTube celebrity among N = 948 of her 72.6 K subscribers. Statistical analysis was performed through structural equation modeling (SEM) on SPSS Amos.

SEM results indicated that the extent to which participants liked the vlogs had both a direct impact on their purchase behaviors and secondary impact through social media engagement, parasocial relationships and perceived influencer credibility.

The study expands current research and understanding of influencer marketing. Brands and social media content creators are advised to rethink vlogs as a creative genre for long-term brand–influencer collaborations and implicit social media endorsements.

The purpose of the study is to investigate the effects of interactivity and vividness on perceived usefulness and perceived enjoyment and their consequent impacts on consumer behavioral responses in a retail furniture VR store context. Considering the lack of VR empirical research, the indirect effect of interactivity and vividness on perceived usefulness and perceived enjoyment through telepresence and the moderating effect of consumer previous experience with VR are also included.

A commercial IKEA VR store was chosen for the study. Head-mounted display (HMD) VR headsets were employed for the VR shopping experience. The study was conducted at a laboratory at a large university in the southeastern United States. A total of 146 college students participated in the study.

Vividness had significant positive effects on perceived usefulness and perceived enjoyment, which in turn influenced attitude towards VR and behavioral intentions. Interactivity did not have positive impacts on perceived usefulness and perceived enjoyment. However, it indirectly affected perceived usefulness and perceived enjoyment through telepresence. The findings also proved the moderating effect of consumer previous VR experience between interactivity and perceived usefulness and between interactivity and perceived enjoyment. The relationship between attitude and behavioral intentions was also positive.

Notwithstanding the benefits of VR in relation to its utilitarian, hedonic, and behavioral values, little is known about consumers' responses towards the usage of VR as a shopping tool. The present study can be considered as a starting point in understanding the usefulness of VR from consumer and managerial perspectives. The findings of VR indicated in the study will help practitioners understand the urgency of adopting VR in a retail setting.