Impact of Government Policy Support, Perceived Risk, and Perceived Fee on Electric Vehicle Purchase Intention in Thailand through Integration of Technology Acceptance and Value Based Adoption Models
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Abstract
This research aims to compare the level of purchase intention for electric vehicles (EVs) in Thailand based on average monthly income and housing characteristics, and to identify factors influencing consumers' intention to purchase EVs in Thailand. This quantitative study employs a questionnaire to collect data using a stratified random sampling method from 404 consumers who use EVs in Thailand. The data is analyzed using t‑test, one‑way ANOVA, and structural equation modeling (SEM). The results show that
the level of purchase intention for EVs in Thailand differs significantly based on average monthly income and housing characteristics. Factors such as new product knowledge, brand trust, perceived value, attitude, perceived fee, non‑monetary incentive policy, monetary incentive policy, and purchase intention are given more importance by consumers with a monthly income greater than 30,000 baht compared to those with an income less than or equal to 30,000 baht. For groups living in detached houses and condominiums, factors such as new product knowledge, perceived value, perceived risk, perceived fee or cost, and monetary incentive policy are given more importance by those living in detached houses compared to those living in condominiums. Factors that significantly influence consumers' intention to purchase EVs in Thailand include perceived value, perceived fee, new product knowledge, trust, attitude, non‑monetary incentive policy, and perceived risk. The electric vehicle industry can use this information to formulate strategies to effectively meet the needs of target consumer groups, which will help promote widespread acceptance and use of EVs, leading to sustainable growth of the electric vehicle industry in Thailand.
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