ผลกระทบของการสนับสนุนนโยบายภาครัฐการรับรู้ความเสี่ยงและการรับรู้ต้นทุนที่มีอิทธิพลต่อความตั้งใจซื้อรถยนต์ไฟฟ้าในประเทศไทยผ่านการบูรณาการแบบจำลองการยอมรับเทคโนโลยีและแบบจำลองการยอมรับตามมูลค่า
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การวิจัยนี้มีวัตถุประสงค์เพื่อเปรียบเทียบระดับความตั้งใจซื้อรถยนต์ไฟฟ้าในประเทศไทยจำแนกตามรายได้เฉลี่ยต่อเดือนและลักษณะที่อยู่อาศัย และเพื่อระบุปัจจัยที่ส่งผลต่อความตั้งใจซื้อรถยนต์ไฟฟ้าของผู้บริโภคในประเทศไทย การวิจัยนี้เป็นการวิจัยเชิงปริมาณใช้แบบสอบถามในการเก็บข้อมูลด้วยวิธีการสุ่มตัวอย่างแบบชั้นภูมิ จำนวน 404 คน จากผู้บริโภคที่ใช้งานรถยนต์ไฟฟ้าในประเทศไทย เพื่อตอบแบบสอบถามและวิเคราะห์ข้อมูลด้วยวิธีการวิเคราะห์สถิติทดสอบที การวิเคราะห์ความแปรปรวนทางเดียว และการวิเคราะห์แบบจำลองสมการโครงสร้าง ผลการวิจัยพบว่า ระดับความตั้งใจซื้อรถยนต์ไฟฟ้าในประเทศไทยจำแนกตามรายได้เฉลี่ยต่อเดือนและลักษณะที่อยู่อาศัย อย่างมีนัยสำคัญทางสถิติ ประกอบด้วย ความรู้เกี่ยวกับผลิตภัณฑ์ใหม่ ความไว้วางใจในแบรนด์ การรับรู้คุณค่า ทัศนคติ การรับรู้ค่าธรรมเนียม นโยบายสิ่งจูงใจที่ไม่ใช่การเงิน นโยบายสิ่งจูงใจทางการเงิน และความตั้งใจซื้อ เป็นกลุ่มผู้บริโภคที่มีรายได้มากกว่า 30,000 บาท จะให้ความสำคัญมากกว่ากลุ่มที่มีรายได้น้อยกว่าหรือเท่ากับ 30,000 บาท ส่วนกลุ่มที่อาศัยในบ้านเดี่ยวและอาคารชุดพบว่า ความรู้เกี่ยวกับผลิตภัณฑ์ใหม่ การรับรู้คุณค่า การรับรู้ความเสี่ยง การรับรู้ค่าธรรมเนียมหรือต้นทุน และนโยบายสิ่งจูงใจทางการเงิน เป็นกลุ่มที่อาศัยในบ้านเดี่ยวจะให้ความสำคัญกับปัจจัยเหล่านี้มากกว่ากลุ่มที่อาศัยในอาคารชุด และปัจจัยที่ส่งผลต่อความตั้งใจซื้อรถยนต์ไฟฟ้าของผู้บริโภคในประเทศไทย อย่างมีนัยสำคัญทางสถิติ ประกอบด้วย การรับรู้คุณค่า การรับรู้ค่าธรรมเนียม ความรู้เกี่ยวกับผลิตภัณฑ์ใหม่ ความไว้วางใจ ทัศนคตินโยบายสิ่งจูงใจที่ไม่ใช่การเงิน และการรับรู้ความเสี่ยง ประโยชน์ที่ได้รับอุตสาหกรรมยานยนต์ไฟฟ้าสามารถใช้ข้อมูลนี้ในการกำหนดกลยุทธ์ได้ เพื่อให้สามารถตอบสนองความต้องการของกลุ่มผู้บริโภคเป้าหมายได้ตรงจุดจะช่วยผลักดันให้เกิดการยอมรับและใช้รถยนต์ไฟฟ้าในวงกว้าง นำไปสู่การเติบโตอย่างยั่งยืนของอุตสาหกรรมยานยนต์ไฟฟ้าในประเทศไทย
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