A Data-Driven Structural Model of Consumer Perceptions and Marketing Localization for Chinese NEV Brands in Thailand

Abstract

Thailand has become a strategic production and demand hub for electric vehicles, yet the market performance of Chinese new-energy-vehicle (NEV) brands depends not only on product technology but also on how Thai consumers interpret local cultural and marketing signals. This study develops and tests a structural model linking consumer-perceived cultural embeddedness (CE), consumer perceptions (CP), perceived marketing localization (ML), brand reputation (BR), and purchase intention (PI). A cross-sectional questionnaire survey was conducted among 500 Thai adults who were aware of at least one Chinese NEV brand. The proposed relationships were examined using confirmatory factor analysis and covariance-based structural equation modeling, with bootstrap analysis employed to assess indirect effects. The results indicate that consumer-perceived cultural embeddedness significantly enhances both consumer perceptions and perceived marketing localization. Consumer perceptions emerge as the strongest direct predictor of purchase intention, while perceived marketing localization and brand reputation also exert significant positive effects. In addition, the findings support several indirect pathways through which cultural embeddedness influences purchase intention via consumer evaluations, marketing localization, and brand reputation. These results reposition localization as a consumer-evaluated market signal, suggesting that culturally recognizable communication and locally responsive marketing practices are effective when they strengthen consumer evaluations and brand credibility. For Chinese NEV firms, the findings highlight the importance of coordinated investment in Thai-language communication, local service capability, ownership and charging information, and credible community engagement. This study contributes a Thailand-specific empirical framework for understanding how cultural adaptation translates into consumer market outcomes in an emerging EV ecosystem.