CUSTOMER SATISFACTION AS A MEDIATOR IN TESLA’S DIRECT‑SALES MODEL: EVIDENCE FROM CHINA

Abstract

Tesla’s direct-sales model influences consumer purchase intention in China. Building on survey data collected from Chinese consumers, the study examines how perceived characteristics of the direct-sales model shape satisfaction and how satisfaction subsequently affects purchase intention. The results demonstrate that customer satisfaction plays a critical mediating role, indicating that the impact of direct sales on consumer behavior operates largely through experiential and perceptual factors rather than through channel structure alone. The study provides empirical evidence from China’s new energy vehicle (NEV) market and contributes to the literature on channel strategy and consumer behavior.