Technology Perception, Marketing Mix, and Customer Satisfaction Experience Affecting the Purchase Decision of Electric Vehicles in the Digital Era
Article Sidebar
Main Article Content
Abstract
This research article aims to 1) study the level of technological awareness, marketing mix, customer satisfaction experience, and electric vehicle (EV) purchase decisions in the digital age, and 2) compare the EV purchase decisions in the digital age among consumers with different personal characteristics. A quantitative research method was used, with a sample of 400 residents of Bangkok obtained through convenient sampling. The research instrument was a questionnaire, The quality control of the instrument by all three experts resulted in a total validity and reliability of 0.887, indicating a very high level of reliability. Statistical analyses included frequency, percentage, mean, standard deviation, t-test, The results showed that overall, technological awareness, marketing mix, customer satisfaction experience, and EV purchase decisions in the digital age were at a high level. EV purchase decisions in the digital age, respectively. Hypothesis testing revealed that there were statistically significant differences (p < .05) in EV purchase decisions among sample groups based on age, education level, occupation, and average monthly income, while gender and marital status did not significantly affect purchasing decisions. This research reflects that digital-age consumers consider not only the technology of electric vehicles but also the actual user experience. Convenience, value for money, after-sales service, and brand image are all included.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
References
กิตติพงษ์ สุวรรณรักษ์, และคณะ(2562). ปัจจัยที่มีผลต่อการตัดสินใจซื้อรถยนต์ไฟฟ้าของผู้บริโภคใน
กรุงเทพมหานคร. วารสารบริหารธุรกิจสมัยใหม่, 12(2), 45–63.
ณัฐพล จันทร์ศรี, & สุภาวดี ศรีทอง. (2564). พฤติกรรมผู้บริโภคและการยอมรับเทคโนโลยีรถยนต์ไฟฟ้า
ในประเทศไทย. วารสารวิทยาการจัดการ, 9(3), 88–105.
Jonn, A. & Kurani, K. S. (2013) Hybrid, Plug-In Hybrid, or Electric - What Do Car Buyers Want? Energy
Policy 61, 532 - 543
Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress, and
prosperity in a time of brilliant technologies. W. W. Norton & Company.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology. MIS Quarterly, 13(3), 319–340.
Drucker, P. (1985) Innovation and Entrepreneurship: Practices and Principles. Harper & Row, New York.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). The University of Minnesota
Libraries Publishing.https://open.lib.umn.edu/principlesmarketing/
Maslow, A. H. (1954). Motivation and personality. Harper & Row.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill.
Parasuraman, A. (2000). Technology readiness index (TRI): A multiple-item scale to measure
readiness to embrace new technologies. Journal of Service Research, 2(4), 307–320.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy. Harvard Business School Press.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Schiffman, L. G., & Wisenblit, J. (2015). Consumer behavior (11th ed.). Pearson.
Schmitt, B. (1999). Experiential marketing. Free Press.
Venkatesh, V.,et. al.. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.
Translated Thai References
Chansri, N. & Srithong., S. (2021). Consumer behavior and acceptance of electric vehicle technology
in Thailand. Journal of Management Science, 9(3), 88–105.
Suwannarak, K. et. al. (2019). Factors affecting consumer decision to purchase electric cars in Bangkok.
Journal of Modern Business Administration, 12(2), 45–63.
