Factors Influencing the Decision - Making Process to Purchase Electric Vehicles among Consumers in the Lower Northeastern Region of Thailand
DOI:
https://doi.org/10.14456/ajmt.2024.17Keywords:
Decision - Making Process, Electric Vehicles, Lower Northeastern Region of ThailanAbstract
The Lower Northeastern Region of Thailand, consisting of five provinces namely, Nakhon Ratchasima, Buriram, Surin, Sisaket, and Ubon Ratchathani, had a total of 247,447 registered vehicles of all types as of December 2022. However, only 2,397 of these vehicles were electric or hybrid, accounting for a mere 0.97% of the total registered vehicles. The decision-making process for purchasing electric vehicles depends on several factors. This research aimed to 1) investigate the influence of marketing mix, technology acceptance, and brand equity on the decision-making process of purchasing electric vehicles among consumers in the Lower Northeastern Region of Thailand, and 2) examine the goodness of fit of the model representing factors influencing the decision to purchase electric vehicles among consumers in this region with empirical data. The sample consisted of 380 people who had decided to purchase an electric vehicle, selected through a multi-stage sampling method. Data were collected using a questionnaire with a reliability coefficient of 0.968 from February to June 2023 and were analyzed using a statistical software package employing structural equation modeling techniques. The results revealed that the decision-making process (DEC) was most significantly influenced by brand equity (BRA) with an influence value of 0.68, followed by marketing mix (MAR) with an influence value of 0.24, and technology acceptance (TEC) with an influence value of 0.21. All of these were direct influences at a statistical significance level of 0.01. The model demonstrated a good fit with the empirical data, as indicated by the goodness-of-fit indices, which all met the acceptance criteria.
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