Factors Influencing Decision to Purchase Electric Passenger Cars (EV) of Population in Samut Sakhon Province

Abstract

The objectives of this research are 1) to study the level of factors regarding acceptance of technology, innovation, brand image, and decision to purchase electric passenger vehicles cars (EVs), 2) to study the brand image as the mediating factor linking the technology acceptance to the decision to purchase EV cars and 3) to study the brand image as the mediating factor linking the innovation to the decision to purchase EV cars. This research is quantitative using the questionnaires as a research tool. The sample was a group of 200 general individuals who use personal electric vehicles in the Samut Sakhon area under the concept of Hair et al., (2006) and using a simple random sampling method with an index of consistency between 0.67-1.00 for every person with the reliability value of 0.89. Statistics included descriptive statistics with frequency, percentage, mean, standard deviation, and inferential statistics using the structural equation analysis via the Smart PLS 3.0 program. It was found that the general individuals who use personal electric vehicles have a level of technology acceptance, innovation, brand image, and purchasing decisions with the overall average in every aspect. The mean values are 3.84, 3.95, 3.89, and 3.98 respectively and the standard deviations are 0.752, 0.761, 0.723, and 0.743, respectively. Acceptance of technology, innovation, and brand image are the factors that have a positive direct influence on purchasing decisions with values of 0.488, 0.381, and 0.246, respectively. In contrast, acceptance of technology and innovation have an indirect influence with values of 0.651 and 0.586, respectively.