A Study on Customer Purchase Intention Based on Emotional Cognition Theory – Taking Experiential Marketing of New Energy Electric Vehicles as an Example

The automotive industry has entered a buyer’s market, and consumer decisions for new energy electric vehicles increasingly depend on immersive experience, perceived value, and emotional response rather than on hardware configuration alone. Based on emotional cognition theory, this study integrates the SOR model and AIDA model and uses structural equation modeling and Bootstrap mediation testing to examine customer purchase intention in new energy electric vehicle experiential marketing. Using 508 valid questionnaires from 13 provincial-level administrative regions, the study constructs a theoretical framework of “five experiential marketing modules-cognitive processemotional response-purchase intention.” The results show that sensory experience, language communication, brand recall, and need satisfaction have significant positive effects on purchase intention. The indirect effect of verbal communication on purchase intention through emotional response is significant. These findings reveal the internal relationship among cognition, emotion, and behavior in the marketing of new energy vehicles. The study provides theoretical and practical support for optimizing experiential marketing strategies, improving consumer decision models, and establishing data-supported quality communication systems for electric vehicle markets.