The Role of ABC Attitude Model (Affective, Behavioural, and Cognitive) Influencing Electric Vehicle Purchase Intention: A Study in Pathum Thani Province
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Abstract
This study aimed to investigate the role of ABC attitude model and the factors influencing consumers' intentions to purchase electric vehicles in Pathum Thani Province. A questionnaire was utilised to collect data from four hundred respondents using a multi-stage sampling method. Descriptive statistics and multiple regression analysis were employed to analyse the data. Findings revealed that the affective component of attitude ( = 0.40) had the strongest positive influence, followed by the behavioural component ( = 0.30), driving range ( = 0.29), environmental concern ( = 0.23), cognitive component ( = 0.14), electric charging ( = 0.12), and financial benefits ( = 0.05) at the 0.05 significance level. The proposed model explains 54.9 percent of the variance in purchase intention. However, subjective norms, self-image congruence, and government policy support did not exhibit statistically significant effects, reflecting that consumers prioritize personal attitudes and practical considerations over social influence. This study contributes theoretically by extending the Theory of Planned Behaviour through the ABC attitude model, providing a more nuanced understanding of electric vehicle purchase intention in emerging markets.
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References
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