Marketing mix factors influencing decision to use electric vehicle charging stations in Nakhon Ratchasima Province
Article Sidebar
Main Article Content
Abstract
The research article aims to: compare the decision-making process of choosing an electric vehicle charging station based on the personal characteristics of private vehicle users, and study the influence of marketing mix factors on personal car users' decision to use electric vehicle charging stations in Nakhon Ratchasima Province. The research involved a sample group of 400 participants, selected through convenient sampling. Data was collected using a questionnaire with a reliability coefficient of 0.861 Statistical analysis was conducted to determine the data using percentages, means, standard deviations, t-test statistics, One-Way Analysis of Variance, Multiple linear Regression, and correlations. The research findings indicated that 1) Personal characteristics, including gender, age, education level, occupation and average monthly income, were not significantly differed in overall decision making on EV charging stations. marketing mix, consist of product, price, place, promotion, process and physical characteristics, have a relationship with the overall decision to use electric vehicle charging stations. The marketing mix that influenced the decision to choose an electric vehicle charging station in general and can be forecasted on three aspects: product, process and physical characteristics. As a result, entrepreneurs need to focus on marketing mix to create competitive advantages and create satisfaction for service users.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Journal of TCI is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence, unless otherwise stated. Please read our Policies page for more information...
References
Al-Amin, A. Q., Ambrose, A., Masud, M., & Azam, M. (2016). People purchase intention towards hydrogen fuel cell vehicles: An experiential enquiry in Malaysia. International Journal of Hydrogen Energy, 41(4), 2117-2127.
Bi, R., Xiao J., Viswanathan V., & Knoll A. (2016). Infulence of Charging Behaviour given Charging Station Placement at Existing Petro Stations and Residential Car Park Locations in Singapore. Procedia Computer Science, 80, 335-344.. https://doi.org/10.1016/j.procs.2016.05.347
Chipiphop, N. (2023). The influence of marketing mix on the electric car purchase decision in Bangkok Metropolis [Master’s thesis]. Faculty of Political Science and Faculty of Business Administration, Ramkhamhaeng University. [in Thai]
Echaroj, S. (2022). Looking at the advantages and disadvantages of "electric cars" How long can they drive through flood water How should the battery be maintained. Thammasat University. https://tu.ac.th/thammasat-030865-tse-expert-talk-electric-vehicle [in Thai]
Energy Policy and Planning Office, Ministry of Energy. (2022). Project manual for developing a plan for battery charging stations for electric vehicles to support the country's electric vehicle promotion goals. https://www.eppo.go.th/index.php/en/ [in Thai]
Energy Regulatory Commission. (2024). Update on the global and Thai electric vehicle market situation in 2024. https://www.erc.or.th/th/energy-articles/3094 [in Thai]
EV Charger. (2022). What types of electric vehicle chargers are there. https://www.evcharger.co.th/this-year-more-than-5-billion-was-saved-on-fuel/
Global Power Synergy. (2021). Renewable energy. https://www.gpscgroup.com/th/news [in Thai]
Gracz online. (2024). Global Warming. https://gracz.co.th/blog/post/planet-global-warming [in Thai]
Hafner, A. W. (1998). Descriptive Statistical Techniques of Librarians (2nd ed.). American library Association.
Kamnerdphet, K. (2020). Factors influencing consumers' decision to purchase battery-powered electric vehicles in Bangkok and its vicinity. Journal of Community Development Research (Humanities and Social Sciences), 13(3), 82-95. [in Thai]
Karanat, P. (2019). Factors affecting the purchase intention of electric vehicles of consumers in Nonthaburi Province [Master’s thesis]. Thai-Nichi Institute of Technology. [in Thai]
Kotler, P. (1997). Marketing management: analysis, planning, implementation and control (5th ed.). Prentice Hall.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Pearson.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Likert, R. (1967). The Method of Constructing and Attitude Scale. In M. Fishbeic (Ed.), Attitude Theory and Measurement (pp. 90-95). Wiley & Son.
Marcoulides, K. M., & Raykov, T. (2019). Evaluation of variance inflation factors in regression models using latent variable modeling methods. Educational and Psychological Measurement, 79(5), 874-882.
Motoaki, Y., & Shir, M. G. (2017). Consumer behavioral adaption in EV fast charging through pricing. Energy Policy Journal, 108, 178-183. https://doi.org/10.1016/j.enpol.2017.05.051
Muangphothong, A. (2021). Response behavior of buyers of electric vehicle charger products in the group of electric vehicle users and those interested in electric vehicles in Bangkok and its vicinity [Master’s thesis]. Ramkhamhaeng University. [in Thai]
Nambuanoi, P., Busayapolakorn, S., & Traiwarobon, T. (2023). Factors affecting the purchasing decision of electric-powered personal passenger cars of consumers in Bangkok and its vicinity. Journal of Social Sciences, Panyapat, 5(1), 201-214. [in Thai]
National Electronics and Computer Technology Center. (2022). EV Charger Standard for AC Chargers in Thailand. https://www.nectec.or.th/news/news-public-document/evcharger-standard.html [in Thai]
PMK Online Store. (2024). What is an EV Charger (Electric Vehicle Charging Station). https://pmk.co.th/shop/ev-charger [in Thai]
Saengruchi, R. (2021). A study of factors affecting the choice of electric vehicle charging stations for combustion engine vehicle users in Thailand who want to switch to electric vehicles in the future [Master’s thesis]. Mahidol University. [in Thai]
Santos, B. (1999). Towards a multicultural conception of human rights. In M. Featherstone, S. Lash (Eds.), Towards a multicultural conception of human rights (pp. 214-229). SAGE Publications Ltd. https://doi.org/10.4135/9781446218723
Schiffman, L. G., & Wisenblit, J. (2015). Consumer behavior (11th ed.). Pearson Education.
Schmalfuß, F., Mühl, K., & Krems, J. F. (2017). Direct experience with battery electric vehicles (BEVs) matters when evaluating vehicle attributes, attitude and purchase intention. Transportation Research Part F: Traffic Psychology and Behavior, 46(A), 47-69.
Serirat, S., & Serirat, C. (2003). Marketing Management. Teera Film and Sitex. [in Thai]
Serirat, S., Hiranyakitti, S., & Tangsinsiri, T. (2007). Management and organizational behavior. Teera Film and Sitex. [in Thai]
Srisa-ard, B. (2017). Basic research (9th ed.). Suwiriyasan. [in Thai]
Turner, R. C., & Carlson, L. (2003). Indexes of item-objective congruence for multidimensional items. International Journal of Testing, 3(2), 163-171.
Wanichbancha, K. (2009). Multivariate data analysis (4th ed.). Thammasan. [in Thai]
Wanichbancha, K., & Wanichbancha, T. (2015). Using SPSS for Windows in Data Analysis (14th ed.). Samlada Printing House. [in Thai]
Wankanit, C. (2020). Factors affecting Generation Y's decision to purchase an electric vehicle [Master’s thesis]. Mahidol University. [in Thai]
