The Technology Acceptance, Financial Benefit, and Environment Influencing Consumers’ Decision Making to Electric Vehicles in Bangkok and Metropolitan Area

Main Article Content

พรชัย ขันทะวงค์

Abstract

The objectives of this research aimed to examine the electric vehicle technology acceptance model.; and to determine factors affecting the technology acceptance of electric vehicles. The conceptual frameworks were included Theory Reason Action, Theory of Planned Behavior, Theory Technology Acceptance Model, and Innovation Diffusion Theory. This quantitative study utilized questionnaires for data collection. The samplings were obtained from a stratified random sampling technique with selective 435 general car and electric vehicles users in Bangkok and the Metropolitan area, the sampling group in this research was considerably appropriated representative of the population. Determining the sampling size was sufficient in accordance with the parameter estimation statistical test constant and high reliability. The researcher also recruited the research populations, who answered self-reported questionnaire by dividing the age range of consumers into 2 groups is Gen Z & Gen Y and Gen X & Gen BB.,. Data were analyzed by descriptive statistical analysis including mean, standard deviation, Confirmatory Factor Analysis (CFA), Inferential statistic and data were analyzed by Structure Equations Model (SEM). The research suggested that the model was consistently  demonstrated the results as following to the empirical data, were close to the established criteria and within acceptable limits.; and factors affecting decision making consumers of electric vehicles in Bangkok and the Metropolitan area with statistical significance consisted of interpersonal influence, personal innovativeness, financial benefit, subjective norm and compatibility respective. The consumer's Gen X & Gen BB. group focusing on environmental concerns more than other factors. The research contributions can be developed into the policy implementations for promoting the use of electric vehicles; and utilizing the acquired knowledge in the applied and development of marketing, including strategic planning to increase sales. In addition, the government should have measures to promote both the production and use of electric vehicles to create incentives for promoting investment in electric vehicles including increasing tax incentives covering all types of electric vehicles, as well as tax reduction or tax exemption for electric vehicles’ users.

Article Details

Section
บทความวิจัย (Research article)

References

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