The Impact of Dual-Path Word-of-Mouth from Xiaomi Automobile Owners on Brand Defense Intention
Brand Trust as the Mediating Effect
Abstract
Abstract
As competition in the new energy vehicle market intensifies, the proactive defense of brands by vehicle owners has emerged as a pivotal issue. This study delves into the influence of perceived value and negative remediation on brand defense intention, addressing a theoretical gap in the proactive defense behavior of vehicle owners and offering insights to aid cross-industry automotive enterprises in their operations. A total of 338 questionnaires were collected from Xiaomi Automobile owners, and SPSS was employed for regression analysis and bootstrap mediation testing. Results: perceived experience value (β=0.434) and negative experience remediation (β=0.314) exert a significant positive impact on brand defense intention. Brand trust partially mediates these effects, accounting for 30.33% and 43.53%, respectively. The significance of this study lies in uncovering brand trust as the psychological nexus linking perception and defense behavior. It suggests that automotive companies, while enhancing product value, should also establish transparent remediation mechanisms to rebuild trust and activate "super defenders".
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