FACTORS INFLUENCING ATTITUDE, PURCHASE INTENTION AND PURCHASE BEHAVIOR OF ELECTRIC VEHICLES IN THAILAND
Keywords:
Environmental Concern, Knowledge, Attitude, Subjective Norm, Perceived Behavioral Control, Price Sensitivity, Purchase Intention, Purchase BehaviorAbstract
Purpose: This research aims to investigate the factors which have influence on attitude, purchase intention and purchase behavior of electric vehicles in Thailand. The conceptual framework contains 8 variables, including environmental concern, knowledge, attitude, subjective norm, perceived behavioral control, price sensitivity, purchase intention and purchase behavior. Research design, data and methodology: The study used survey research design and collected valid sample from people who are 18 years old and above, eligible to drive a car (according to the Thai laws), and who have interests in cars and also recently visited the two biggest automotive exhibitions in Thailand. The researcher applied nonprobability sampling technique; judgmental, quota and convenience sampling via online and offline channels. To analyze the data, a confirmatory factor analysis was used where it examined the associations between items and constructs. Afterward, structural equation model (SEM) was applied to investigate the relationships between the constructs. Results: The results established environment concern has a significant influence on knowledge and attitude toward electric vehicle. In addition, attitude, subjective norm and price sensitivity have a significant influence on purchase intention. Furthermore, purchase intention has a significant influence on purchase behavior. On the other hand, knowledge related to electric vehicle was not found to have a significant influence on attitude and perceived behavioral control does not have a significant influence on purchase intention.
Conclusions: This research provides a theoretical and practical guidance for the automotive companies, car dealers and government agencies to have a better understanding of consumer’s purchase decision making process and ultimately implement an appropriate strategy to increase the Thai consumer’s willingness of purchasing an electric vehicle.
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