Factors influencing purchasing intention for electric vehicles of military personnel at Royal Thai air Force Headquarters

Abstract

This study aims to examine the influence of the marketing mix and perceptions of product attributes on the purchase intention for electric vehicles (EVs) among military personnel. The sample comprised 400 individuals stationed at the Royal Thai Air Force Headquarters who expressed interest in purchasing EVs. Data were collected using a structured questionnaire. The analysis involved both descriptive statistics (percentage, mean, and standard deviation) and inferential statistics, including independent sample t-test, one way ANOVA (F-test), Brown-Forsythe and Multiple Regression analysis to test the proposed hypotheses. The findings revealed that respondents rated the components of the marketing mix product, price, place, and promotion at a high level. Of these, product, price, and place were found to have a statistically significant effect on purchase intention, collectively accounting for 51.2% of the variance in purchasing intention. Furthermore, participants demonstrated a high level of perception regarding key product attributes, including relative advantage, compatibility, complexity, trialability, and observability. These attributes significantly influenced purchase intention, with statistical significance, explaining 69.9% of the variance.