Factor Analysis of Influencing Factors on Electric Vehicle Purchase Decisions of Consumers in Bangkok Province

Abstract

This research aimed to examine and analyze the factors influencing consumers’ decisions to purchase electric vehicles (EVs) in Bangkok using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The sample consisted of 400 consumers who registered EVs in Bangkok between 2021 and 2024, selected using systematic random sampling. Data were collected using a validated and reliable questionnaire. The data were analyzed using descriptive statistics, factor analysis, and structural equation modeling (SEM). The findings revealed that consumers’ decisions to purchase electric vehicles (EVs) were influenced by four main factors: (1) the potential and price of the EV, (2) the functions and benefits of the EV, (3) the reliability of the EV, and (4) the service quality. Within the service quality factor, observable variables such as the efficiency of service centers, speed, reliability, accessibility, staff advice, and service etiquette were found to significantly influenced consumers’ purchase decision. The factor loadings for these variables were high (0.75 – 0.90), indicating that consumers have high expectations for post-sales service, particularly for a technology-driven products such as an EV. The confirmatory factor analysis model for the purchasing decision demonstrated a good fit with the empirical data (χ²/df = 1.83, GFI = 0.92, AGFI = 0.90, RMSEA = 0.045)., which falls within the acceptable range. This suggests that the model is suitable for explaining consumer purchasing behavior. The results of this study can be used to develop marketing strategies for EV manufacturers, emphasizing improvements in service quality, expansion of service center coverage, and enhancement of consumer confidence to increase long-term adoption and purchase of EVs.