• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
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HOME > Archive > 2026 > Volume 14 Number 3 (2026) >
JOEBM 2026 Vol.14(3): 259-265
DOI: 10.18178/joebm.2026.14.3.952

Research on the Leading Effect of Digital Attention and Overseas Market Sales of Chinese Automakers—A Time-Lag Double-Logarithmic Regression Test Based on BYD’s New Energy Vehicle Sales in Germany

Li Yingyi and Huang Huatong
Li Yingyi and Huang Huatong
CATARC Automotive Test Center (Guangzhou) Co., Ltd, Guangzhou, China
Email: liyingyi@catarc.ac.cn (L.Y.Y.); huanghuatong@catarc.ac.cn (H.H.T.)

Manuscript received July 3, 2026; accepted September 1, 2026; published September 17, 2026.

Abstract—During the window period of the global automotive industry’s transition to electrification, Chinese automakers are facing the challenge of transforming from “product export” to “brand upgrading”. Based on the external information search theory of behavioral economics and transnational management theory, this study takes BYD as the object to analyze the globalization compliance barriers and policy environment of the German new energy vehicle market from January 2024 to May 2026. By constructing a time-lag double-logarithmic OLS regression model, it captures the decision-making time lag of about 30 days in automobile consumption. The empirical results show that BYD’s search popularity lagged by one period has a significant positive pulling effect on the sales of the current month, and its “digital attention demand elasticity” coefficient is as high as 2.910 (p < 0.01), with the model determination coefficient R2 reaching 0.7878. The negative intercept reveals the “sales zeroing risk” faced by latecomer brands when lacking digital activation. This study provides a mathematical basis for Chinese automakers to overcome transnational disadvantages and promote the implementation of global brand strategies through the accumulation of digital assets.

Keywords—digital attention, leading indicators, brand upgrading, BYD

Cite: Li Yingyi and Huang Huatong, "Research on the Leading Effect of Digital Attention and Overseas Market Sales of Chinese Automakers—A Time-Lag Double-Logarithmic Regression Test Based on BYD’s New Energy Vehicle Sales in Germany," Journal of Economics, Business and Management, vol. 14, no. 3, pp. 259-265, 2026.

Copyright © 2026 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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