An Integrated Model of Innovation Acceptance, Service Quality, Marketing Mix, and Environmental Attitudes Influencing BEV Purchase Decisions in Thailand
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Abstract
This article aimed to 1) examine the relationship between personal factors and the purchase decision of battery electric vehicles (BEVs) among working-age consumers in Bangkok, 2) analyze the influence of innovation acceptance, service quality, marketing mix, and environmental attitudes on BEV purchase decisions, and 3) develop strategic recommendations for entrepreneurs and relevant agencies. A mixed-methods research design was employed, comprising qualitative data collection from 24 key informants and quantitative data from 400 respondents. Data were analyzed using descriptive statistics, Pearson’s correlation, and multiple regression analysis. The findings revealed that 1) most respondents were female (67.25%), aged 30–39 years (41.00%), held a bachelor’s degree (58.00%), and had an average monthly income between 15,001 and 30,000 THB (32.00%). The level of BEV purchase decisions was very high. 2) Environmental attitudes had the strongest influence on purchase decisions, followed by the marketing mix. Service quality showed a negative influence, while innovation acceptance was not statistically significant. 3) The study demonstrated that the application of the SWOT–TOWS–Balanced Scorecard (BSC) framework effectively translated research findings into actionable strategic recommendations. At the business level, strategies included improving service quality and communicating environmental brand values. At the policy level, recommendations included long-term battery warranties, infrastructure support, and promoting collaboration among government, the private sector, and research institutions to foster the sustainable growth of the BEV industry in Thailand.
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