Requirements and User Experiences of Electric Vehicle (EV) Users in Nakhon Ratchasima: A Perspective through the 4Cs Marketing Mix Strategy
Keywords:
Technology Acceptance, 4Cs Marketing Mix, Electric Vehicles (EV)Abstract
The objectives of this research were: (1) to study the levels of technology acceptance and the 4Cs marketing mix affecting the needs and decision-making process of electric vehicle (EV) consumers in Nakhon Ratchasima Province; and (2) to examine the relationship between the 4Cs marketing mix and the actual usage experience of EV users in Nakhon Ratchasima Province. The sample group consisted of 400 EV users in Nakhon Ratchasima Province, selected through convenience sampling. Data were collected via questionnaires. Statistical tools used for analysis included mean, standard deviation, and enter multiple regression analysis. The research findings revealed that:(1) Overall, technology acceptance and social influence were at a high level. When ranked by mean from highest to lowest, the dimensions were Perceived Ease of Use, Perceived Usefulness, and Social Influence, respectively. Regarding the 4Cs marketing mix, the overall level was also high, with dimensions ranked from highest to lowest as follows: Communication, Customer Wants and Needs, Cost, and Convenience. (2) Technology acceptance and social influence (specifically Perceived Usefulness, Social Influence, and Perceived Ease of Use) and the 4Cs marketing mix (specifically Customer Wants and Needs, Convenience, and Cost) were positively related to the actual usage experience of EV users at a statistical significance level of 0.05. The predictive equation, with a multiple correlation coefficient (R) of 0.569 and an R² value of 0.324
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