Revisiting Electric Mobility: How Individual Perceived Value Shapes Battery Electric Vehicle Adoption—Insights into Technophilia, Range Anxiety, and Battery Cost in China

As urbanization accelerates, transportation-related environmental challenges have become increasingly pressing. This study investigates the psychological and contextual drivers of Chinese consumers’ purchase intentions toward battery electric vehicles (BEVs) through the Value–Attitude–Behavior (VAB) framework. A large-scale cross-sectional online survey was conducted via the WJX platform in November 2023, yielding 596 valid responses collected using stratified sampling to ensure demographic diversity across age, income, education, and geographic distribution. Perceived value was conceptualized into green, hedonic, and utilitarian dimensions. Structural Equation Modeling (SEM) was employed to test hypothesized pathways, and interaction analysis was used to examine moderating effects. Results reveal that perceived green value and hedonic value significantly enhance consumer attitudes, which in turn strongly influence BEV purchase intentions. Technophilia positively moderates the link between attitude and intention, while range anxiety and battery cost weaken the influence of green and utilitarian value on attitude formation. Theoretically, this study enriches the VAB framework by integrating key moderating variables relevant to sustainable mobility. Practically, it highlights the importance of emphasizing both emotional and environmental benefits in BEV marketing strategies, while addressing consumer concerns over range and cost. Tailored communication strategies that leverage technophilia are especially effective for engaging younger, technology-oriented urban consumers.