บทบาทของทัศนคติตามแบบจำลอง ABC (ด้านอารมณ์ พฤติกรรม และความรู้) ต่อความตั้งใจซื้อรถยนต์ไฟฟ้า: การศึกษาในจังหวัดปทุมธานี
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บทคัดย่อ
การวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาบทบาทของทัศนคติตามแบบจำลอง ABC และปัจจัยที่มีผลต่อความตั้งใจซื้อรถยนต์ไฟฟ้าของผู้บริโภคในจังหวัดปทุมธานี โดยใช้แบบสอบถามในการเก็บข้อมูลจากกลุ่มตัวอย่างทั้งหมด 400 คน ด้วยวิธีการสุ่มตัวอย่างแบบหลายขั้นตอน วิเคราะห์ข้อมูลโดยใช้สถิติเชิงพรรณนาและการวิเคราะห์ถดถอยเชิงพหุ ผลการวิจัยพบว่า องค์ประกอบทัศนคติด้านอารมณ์ ( = 0.40) มีอิทธิพลสูงสุด รองลงมาคือ ทัศนคติด้านพฤติกรรม ( = 0.30) ระยะทางขับขี่ ( = 0.29) ความกังวลเกี่ยวกับสิ่งแวดล้อม ( = 0.23) ทัศนคติด้านความรู้ ( = 0.14) การอัดประจุไฟฟ้า (= 0.12) และผลประโยชน์ทางการเงิน (= 0.05) ส่งผลต่อความตั้งใจซื้อรถยนต์ไฟฟ้าอย่างมีนัยสำคัญทางสถิติที่ระดับ 0.05 โดยสามารถอธิบายความแปรปรวนได้ร้อยละ 54.9 อย่างไรก็ตาม ไม่พบอิทธิพลอย่างมีนัยสำคัญของการคล้อยตามกลุ่มอ้างอิง ความสอดคล้องของภาพลักษณ์ตนเองและนโยบายภาครัฐ ผลการวิจัยสะท้อนให้เห็นว่าผู้บริโภคให้ความสำคัญกับทัศนคติส่วนบุคคลและปัจจัยเชิงปฏิบัติที่เกี่ยวข้องกับการใช้งานจริงมากกว่าอิทธิพลทางสังคม ผลการวิจัยนี้มีคุณค่าเชิงทฤษฎีในการขยายทฤษฎีพฤติกรรมตามแผนผ่านการประยุกต์ใช้แบบจำลอง ABC ของทัศนคติ เพื่อให้เข้าใจโครงสร้างทัศนคติอย่างละเอียด โดยเฉพาะในบริบทประเทศกำลังพัฒนา
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