Service Innovation Influencing Consumers' Decisions to Purchase Electric Vehicles in Bangkok

Abstract

Background and Aims: At present, electric vehicles (EVs) have gained significantly increasing attention on a global scale, including in Thailand, which aspires to transition into a clean and sustainable energy-driven economy. The objectives of this study are: 1) To study the level of importance of service innovation related to electric vehicles among consumers in Bangkok. 2) To examine the relationship between service innovation and the purchasing decisions of electric vehicles among consumers in Bangkok. 3) To study the influence of service innovation on the purchasing decisions of electric vehicles among consumers in Bangkok..

Methodology: The sample consists of 400 EV users in Bangkok. Data were collected via questionnaires, and the statistical methods applied included descriptive statistics—namely, frequency, percentage, mean, and standard deviation. Pearson’s correlation coefficient was used to analyze relationships, while stepwise multiple linear regression was employed to establish predictive equations.

Results: The findings reveal that the majority of respondents are male, aged 31-40, hold a bachelor’s degree, are employed in private companies, and have an average monthly income of 25,001-35,000 Baht. Four key service innovation factors significantly influence the decision to purchase electric vehicles in Bangkok: service, process, customer relationship, and organization. The stepwise multiple linear regression equation is as follows: y^{^}=0.559+0.196(X2) + 0.147(X3) + 0.190(X4); R²=0.669, indicating that the model explains approximately 66.9% of the variance in the decision to purchase EVs among consumers in Bangkok.

Conclusion: The research findings conclude that service innovation significantly influences the decision to purchase electric vehicles in Bangkok. Technology is the most influential factor, followed by service, customer relationship, and process. The regression model can explain up to 66.9% of the consumer purchase decision behavior.