Factors Affecting Purchasing Decisions of Electric Vehicles (EV) of People in Bangkok
Keywords:
Factors, Purchasing Decisions, Electric VehiclesAbstract
The objectives of this research were 1) to study the level of factors in terms of technology acceptance, innovation, integrated marketing communications; brand image and electric passenger car (EV) purchase decision; and 2) brand image as a variable linking technology acceptance, innovation, integrated marketing communication and electric passenger car purchase decision. electric vehicle (EV) using an integrated research method. It consists of quantitative research and qualitative research. The quantitative research has a sample group, including general people who know personal electric vehicles. in Bangkok, 500 people using non-probabilistic random sampling (Non-probability Sampling) and using a specific random method (Purposive Sampling) to analyze the data by structural equations. for qualitative research Use in-depth interviews with key informants, namely The sample group used in the study was staff at the electric vehicle center. In Bangkok, 5 persons, 1 camp each, comprising 1 BYD center, 1 MG center, 1 Tesla, 1 Nissan, and 1 Neta. Data were analyzed by content analysis. The results of the research revealed that 1) technology acceptance. Integrated marketing communication, innovation, brand image and overall purchase decision were at high level.
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