Beyond the first charge: Understanding continuance intention among electric vehicle drivers in China

Abstract

The global transition toward sustainable transportation highlights the critical role of electric vehicles (EVs) in reducing greenhouse gas emissions and improving urban air quality. While China has witnessed promising rates of initial EV adoption, promoting continued usage remains a critical challenge. This study extends the Expectation-Confirmation Model (ECM) to investigate factors influencing the continuance intention of EV drivers in China, focusing on perceived EV performance, driving enjoyment, confirmation of expectations, and satisfaction. Additionally, the moderating effects of after-sales support and perceived money worthiness are assessed to provide a more comprehensive understanding. Survey data from 412 EV users across major Chinese cities (Shanghai, Shenzhen, Guangzhou) reveal that perceived EV performance and driving enjoyment significantly influence confirmation, with satisfaction emerging as the strongest determinant of continuance intention. Both after-sales support and money worthiness significantly strengthen these relationships. The findings offer practical implications: manufacturers should enhance safety features, cruising range, and after-sales services to foster satisfaction; policymakers should strengthen financial incentives and invest in charging infrastructure; and marketers should emphasise both the economic benefits and emotional appeal of EV ownership. This study contributes to China's carbon neutrality agenda by offering practical guidance to sustain EV adoption and advance sustainable transportation.