The Relationship Between Consumer Skepticism on New Products, Reference Groups, and Purchase Intention: A Study on Electric Cars

This study aims to examine the relationships between consumer skepticism towards new products, reference groups, and purchase intentions, particularly in a relatively new market such as electric vehicles. The research focuses on how consumer skepticism is formed and the role of reference groups in this process. The field study was conducted using a survey method, collecting data from 264 participants in Turkey who either owned an electric vehicle or were considering purchasing one in the near future. Comprehensive statistical analyses of the participants revealed significant relationships between the variables and supported all hypotheses. The findings demonstrate that reference groups play a critical role in reducing consumer skepticism and increasing purchase intention through mediating effects; informative, utilitarian, and value-reflecting reference groups, in particular, strengthen these social mechanisms. The study makes significant contributions to the literature by explaining the theoretical mechanisms behind the formation of consumer perceptions in innovations with high uncertainty. It also emphasizes that consumer behavior should be evaluated not only through technical specifications but also through the holistic interaction of perceptual and social factors. These findings serve as principles for practical recommendations regarding the electric vehicle ecosystem.