data-379.xlsx

This dataset accompanies the research study titled "Evaluating Brand Equity’s Role in Electric Vehicle Adoption: A Structural Equation Modeling Framework Incorporating Attitude and Price Perception." The study investigates how customer-based brand equity (CBBE) components, such as brand associations, perceived quality, and brand loyalty, influence consumers’ purchase intentions for electric vehicles (EVs) in China. The research integrates theoretical frameworks of the Theory of Planned Behavior (TPB) and CBBE, providing a unique perspective on the drivers of EV adoption within emerging markets.The dataset includes quantitative responses collected from a survey of potential EV consumers across six major Chinese cities. Variables covered include consumer attitudes toward EVs, brand loyalty, perceived quality, environmental concerns, perceived price, and other demographic information. Statistical analyses, including structural equation modeling (SEM) using SmartPLS, were employed to assess relationships between these variables.This data is valuable for researchers and practitioners interested in understanding the factors influencing consumer adoption of sustainable technologies, particularly in the context of brand equity and environmentally conscious purchasing decisions. The data is in CSV format and includes labeled columns with a detailed codebook describing each variable.<b>Data Content</b>:Survey responses from 379 participants.CBBE variables: brand awareness, brand associations, perceived quality, and brand loyalty.TPB variables: attitudes, perceived behavioral control, and subjective norms.Moderators: perceived price.Demographic variables: age, income, education, and location.本数据集配套于题为《品牌资产在电动汽车采纳中的作用评估：融合态度与价格感知的结构方程模型框架》的研究。该研究聚焦中国市场，探究以顾客为基础的品牌资产（Customer-Based Brand Equity, CBBE）维度——包括品牌联想、感知质量与品牌忠诚度——如何影响消费者的电动汽车（Electric Vehicle, EV）购买意向。研究整合了计划行为理论（Theory of Planned Behavior, TPB）与顾客基品牌资产的理论框架，为新兴市场中电动汽车采纳的驱动因素提供了独特研究视角。 本数据集包含针对中国六大核心城市潜在电动汽车消费者开展的问卷调查所收集的量化应答数据，涵盖变量包括消费者对电动汽车的态度、品牌忠诚度、感知质量、环保关注度、感知价格，以及各类人口统计信息。研究采用了包括基于SmartPLS的结构方程模型（Structural Equation Modeling, SEM）在内的多种统计分析方法，以评估各变量间的关联关系。 本数据集对于致力于探究可持续技术消费者采纳影响因素的研究者与从业者具有重要参考价值，尤其适用于品牌资产与环保型购买决策相关的研究场景。数据集采用CSV格式存储，包含带标签的列项，并配有详细的编码手册对各变量进行说明。 **数据内容**： 共收录379名参与者的问卷应答数据。 CBBE变量：品牌知名度、品牌联想、感知质量与品牌忠诚度。 TPB变量：态度、感知行为控制与主观规范。 调节变量：感知价格。 人口统计变量：年龄、收入、教育程度与所在城市。

搜集汇总

背景与挑战

背景概述

该数据集包含来自中国六个主要城市的379名潜在电动汽车消费者的调查数据，用于研究品牌资产、消费者态度和价格感知对电动汽车购买意愿的影响。数据集涵盖客户基础品牌资产（CBBE）、计划行为理论（TPB）变量以及人口统计信息，支持结构方程建模分析，适用于可持续技术和品牌资产相关研究。