Understanding Purchase intention of Gen Z: Combined role of Social Media Influencers, Government initiatives and User Experience

As consumer markets evolve with an increasing emphasis on digital solutions and sustainability, it becomes crucial to comprehend the factors influencing purchase intentions, particularly concerning emergent technologies such as electric vehicles (EVs). This research investigates the combined effects of social media influencers, governmental initiatives, and user experience on Generation Z’s intentions to purchase Electric vehicles. Employing the source credibility model as a foundational framework, the analysis assesses how dimensions of social media influencer’s attitudes such as trustworthiness, attractiveness, expertise, affect purchase intention. In parallel, the investigation considers governmental initiatives, including financial incentives and infrastructure enhancements, as significant motivational elements. Moreover, user experience factors, encompassing perceived ease of use, satisfaction, and performance, are analysed as a vital moderating component. The study employs a survey based quantitative methodology, utilizing structural equation modelling to interpret responses from potential EV purchasers. Initial findings indicate that the credibility of influencers and government support are substantial determinants of purchase intention, while a favourable user experience further enhances this relationship. These insights provide practical implications for marketers, policymakers, and technology developers seeking to increase consumer adoption through effective influence and robust support frameworks.