FACTORS ASSOCIATED WITH BANGKOK PEOPLE’S DECISION TO PURCHASE PERSONAL ELECTRIC CARS

Abstract

            The purposes of this study were to investigate 1) factors affecting Bangkok consumers' purchasing decisions on electric vehicles, 2) marketing mix factors affecting Bangkok consumers' purchasing decisions on electric vehicles, and 3) the relationships between variables affecting Bangkok consumers' purchasing decisions on electric vehicles. The sample group consisted of 400 participants selected by simple random sampling. A questionnaire with a reliability coefficient of .82 was employed as the research tool in this study. The data were examined using frequency, percentage, mean, standard deviation, and the Pearson Product Moment Correlation Coefficient.

            It was found that general acceptance of innovations was high in all criteria, with the highest levels including interest in innovation, innovation evaluation stage, and innovation perception. Every component of the marketing mix—marketing promotion, product, distribution channels, and prices—was at a high level. The findings of hypothesis testing indicated that factors like innovative acceptance influenced Bangkok people’s purchasing decisions on electric personal vehicles (EVs). The marketing mix influenced Bangkok people's decision to purchase electric personal vehicles (EVs).