In recent years, the widespread use of automobiles has brought convenience to people's production and life. However, the rapid growth of car ownership has raised concerns about energy security, climate change, and air pollution. If new energy vehicles can be popularized, problems such as environmental pollution and resource scarcity will be significantly alleviated. However, the market communication and the enthusiasm of consumers to purchase new energy vehicles are still not ideal. Therefore, this study has three objectives; for the above research objectives, this paper takes the "stimulus-organism-response" (S-O-R) model as the research framework, takes the marketing stimulus (S: cost of use) as the antecedent variable, and takes the consumer perceived value (O: Perceived Functional Value, Perceived Emotional Value, Perceived Social Value) is the mediator variable, and Response (R: Purchase Willingness) is the outcome variable. In this study, the authors examine how usage cost and consumers' perceived value affect the purchase intention of new energy vehicles. In addition, compared with previous studies, previous researchers' studies on new energy vehicle purchase intentions were based on government subsidies; however, in the absence of subsidies, do product prices and usage costs affect consumers' purchase intentions? There are few related studies. Therefore, this paper conducts research and fills in the gaps. In addition, this study's results will help scholars re-understand the importance of product price and usage cost in influencing consumers' perceived value and decision to purchase new energy vehicles. At the same time, it also provides references and suggestions for the government and enterprises to promote the marketization of new energy vehicles.
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