RESUMEN

Drawing on the theory of media richness, this paper aims to explore the impact of media richness on consumers' adoption intention through their perception of new energy vehicle (NEV) function attributes, and assess the moderation roles of brand familiarity and locus of control. A structural equation model is applied to analyze the data collected from 427 respondents. Empirical results demonstrate that consumers' perception of an electric attribute (i.e., charging efficiency) and two intelligent attributes (i.e., car networking and self-driving) are determinants of their adoption intention of NEVs. The other electric attribute (range) is trivial in consumers' perception. We also find that low, medium, and high-richness media significantly affect consumers' perception of NEVs' functional attributes. Compared to the high-richness, medium-richness correlates significantly with two types of NEV functional attributes. Regarding moderating effects, consumer familiarity with NEV's brand negatively impacts the relationship between media richness and adoption intention. Furthermore, low and medium-richness media effectively stimulate individuals with external control to adopt NEV, while high-richness media adversely influence individuals with internal control.