Title: Empirical Study on the Impact of Customer Value Co-creation on Brand Loyalty in China’s New Energy Vehicle Industry: The Roles of Consumer Perceived Value, Brand Trust, Price Fairness and Environmental Concern
研究者：張志剛
Researcher: Zhigang Zhang
郵箱：zhangzhigang822@sina.com
E-mail：zhangzhigang822@sina.com
導(dǎo)師：Chuleerat Kongruang 博士 助理教授
Supervisor：Assistant Professor Dr. Chuleerat Kongruang
地址：222 Thaiburi, Thasala District, Nakhon Si Thammarat 80160, Thailand
電話：+66-7567-2553-4傳真：+66-7567-2551
Informed Consent Form
This Informed Consent Form is for individuals aged 18 and above who own or have previously purchased a New Energy Vehicle (NEV) in China, and who are capable of independently reading and completing the questionnaire based on their experience with NEV brands. These individuals are invited to participate in the research. I have been invited to take part in the research on “Empirical Study on the Impact of Customer Value Co-Creation on Brand Loyalty in China’s New Energy Vehicle Industry: The Roles of Consumer Perceived Value, Brand Trust, Price Fairness, and Environmental Concern”. I have been told about this research as follows:
? The purpose of the research The purpose of this research is to investigate the impact of customer value co-creation behaviors on brand loyalty within China's NEV industry. Specifically, this study aims to examine how customer participation behavior (CPB) and customer citizenship behavior (CCB) influence brand trust and loyalty, as well as the mediating roles of consumer perceived value and brand trust. Furthermore, the research will explore the moderating effects of price fairness and environmental concern on these relationships. By understanding the psychological mechanisms and contextual factors that drive brand loyalty, this study will contribute to both theoretical insights and practical strategies for NEV companies to enhance consumer engagement and loyalty.
? Risks and discomforts This study is designed to minimize any potential risks or discomforts for participants. Since the research relies on anonymous surveys, the risks are minimal, and there is no direct physical involvement. However, there may be some emotional discomfort for participants when reflecting on personal experiences with brand loyalty or answering questions related to their perceptions of environmental issues and price fairness. To mitigate this, the survey will ensure that the questions are framed in a non-invasive and neutral manner. Participants will be reminded that they can skip any question they are not comfortable answering and that their participation is entirely voluntary. Furthermore, as this study involves no direct intervention or use of drugs or medical devices, the risks are limited to psychological discomfort, such as mild stress or fatigue from answering a lengthy questionnaire. To address these concerns, participants will be provided with an estimated time for completing the survey (approximately 15-20 minutes) and encouraged to take breaks if needed. Participants will also be informed that they are free to withdraw at any time without consequence. Lastly, since the survey will be conducted online, there are no significant risks related to physical discomfort or privacy invasions beyond the standard concerns associated with digital data collection. The confidentiality and privacy of participants will be strictly maintained, and the data will be encrypted and stored securely to avoid any potential breaches.
? Benefits The primary benefit of this research is its contribution to the broader understanding of how customer value co-creation behaviors influence brand loyalty within the NEV industry, specifically in China. While individual participants may not experience direct, personal benefits, the findings of this study can significantly benefit the NEV industry by offering insights into the factors that drive customer loyalty and satisfaction. This understanding can help NEV brands refine their marketing and customer engagement strategies, leading to stronger consumer relationships and greater long-term success in the competitive marketplace. Additionally, the research findings will contribute to academic knowledge in the fields of consumer behavior, marketing, and brand management, and may have implications for other industries focused on customer engagement and co-creation. Although no financial incentives or material rewards will be provided to participants, their involvement will help shape the future of the industry by offering valuable data that could guide policy and business decisions.
? Confidentiality The confidentiality of participants in this study will be strictly maintained at all stages. All personal information, including responses to the survey, will be anonymized to ensure that individuals cannot be identified. The data will be securely stored in encrypted digital formats, with access restricted solely to the research team. Personal information will be retained for no longer than is necessary to complete the research, and all data will be destroyed securely once the study is concluded. Any paper-based data, if collected, will be stored in locked files, and electronic data will be stored on password-protected devices. To further safeguard confidentiality, no personally identifiable information will be shared or published in any form. This ensures the privacy of participants and upholds the ethical standards of research.
? Complaints On the condition that you are not treated as indicated in this information sheet, you can contact the chairman of Walailak University Ethics Committee in Human Research (WUEC) at the office of WUEC, 2th floor, Building Health Science Research Center, Walailak University 222 Thaiburi, Thasala District Nakhon Si Thammarat 80160 Thailand TEL.+66-7567-2553-4, FAX.+667567-2551.