ปัจจัยกำหนดความตั้งใจใช้รถยนต์ไฟฟ้าของเจเนอเรชัน Z ในกรุงเทพมหานคร

Waranpong Boonsiritomachai; Panita Sastrawaha

Authors

Waranpong Boonsiritomachai Faculty of Business Administration, Kasetsart University https://orcid.org/0000-0002-8759-2226
Panita Sastrawaha Faculty of Business Administration, Kasetsart University

Abstract

This study aimed to investigate the factors influencing Generation Z’s intention to use electric vehicles (EVs) in Bangkok. A quantitative research design was employed using a structured questionnaire developed from relevant studies. Data was collected from licensed drivers born between 1997 and 2013 through both online and field surveys. Purposive and area-based sampling methods were applied across five zones of Bangkok, resulting in 406 valid questionnaires used for analysis. The data were analyzed using descriptive statistics and multiple regression analysis.

The results revealed that 52.2% of respondents expressed interest in purchasing an EV in the near future, and 52.0% were willing to pay less than THB 500,000. Multiple regression analysis indicated that performance expectancy, price value, hedonic motivation, and facilitating conditions were significant predictors, collectively explaining 66.6% of the variance in purchase intention. Meanwhile, effort expectancy, environmental concern, and trust were not significant direct predictors. The findings highlight a gap between positive attitudes and intentions versus actual purchasing power. Policy implications include reducing initial costs and investing in charging infrastructure. Manufacturers are encouraged to develop affordable entry-level EV models, offer accessible financial programs, and adopt hedonic experience-based marketing strategies to better meet the preferences of Generation Z consumers.

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