Antecedents Influencing the Intention to Rent Electric Motorcycles as an Alternative for Drivers to Deliver Goods and Food through Digital Platforms (Riders) in Bangkok and Vicinity
Article Sidebar
Main Article Content
Abstract
This research article aims to study the influence of perceived economic value, electric motorcycle performance, and subjective norm on attitudes and the riders’ intention to rent electric motorcycles. Quantitative research was used in this study. Data were collected using questionnaires from 353 riders in Bangkok and surrounding areas. Data were analyzed using descriptive statistics and structural equation modelling was performed to test research hypotheses.
Findings are as follows: (1) Riders have perceived economic value, electric motorcycle performance, and subjective norms on attitudes and the intention to rent electric motorcycles are at a high level, (2) Structural equation model is congruent with the empirical data, based on χ² = 122.455, df = 115, χ²/df = 1.065, p-value = 0.300, RMSEA = 0.014, CFI = 0.998, TLI = 0.997 and SRMR = 0.028, (3) Perceived economic value, electric motorcycle performance, and subjective norm have a positive direct influence on attitudes, (4) Perceived economic value, electric motorcycle performance, subjective norm and attitude have a positive direct influence on intention to rent electric motorcycles, (5) Perceived economic value, electric motorcycle performance, and subjective norm have a positive indirect effect on intention to rent electric motorcycles through attitude.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
References
Abutaleb, S., El-Bassiouny, N., & Hamed, S. (2021). Sharing rides and strides toward sustainability: An investigation of carpooling in an emerging market. Management of Environmental Quality, 32(1), 4-19.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice Hall.
Baek, E., & Oh, G. E. G. (2021). Diverse values of fashion rental service and contamination concern of consumers. Journal of Business Research, 123, 165-175.
Best, J. W. (1982). Research in education (4th ed.). Prentice Hall.
Bowermaster, D., Alexander, M., & Duvall, M. (2017). The need for charging: Evaluating utility infrastructures for electric vehicles while providing customer support. IEEE Electrification Magazine, 5(1), 59-67.
Buch, J., & Trenk, J. (2021). Furniture rental-the new way to consume furniture? Attitudes and intentions to choose furniture rental as an alternative consumption model. Master’s Thesis of Business Administration, Jönköping University.
Guerra, E. (2019). Electric vehicles, air pollution, and the motorcycle city: A stated preference survey of consumers’ willingness to adopt electric motorcycles in Solo, Indonesia. Transportation Research Part D, 68, 52-64.
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate data analysis (8th ed.). Cengage.
Javid, M. A., Abdullah, M., Ali, N., Shah, S. A. H., Joyklad, P., Hussain, Q., & Chaiyasarn, K. (2022). Extracting travelers’ preferences toward electric vehicles using the theory of planned behavior in Lahore, Pakistan. Sustainability, 14(3), 1-17.
Kopplin, C. S., Brand, B. M., & Reichenberger, Y. (2021). Consumer acceptance of shared e-scooters for urban and short-distance mobility. Transportation Research Part D, 91, 1-14.
Lamberton, C. P., & Rose, R. L. (2012). When is ours better than mine? A framework for understanding and altering participation in commercial sharing systems. Journal of Marketing, 76(4), 109-125.
Li, Y., Siddik, A. B., Masukujjaman, M., & Wei, X. (2021). Bridging green gaps: The buying intention of energy efficient home appliances and moderation of green self-identity. Applied Sciences, 11(21), 1-21.
Liu, Y., & Lai, I. K. W. (2020). The effects of environmental policy and the perception of electric motorcycles on the acceptance of electric motorcycles: An empirical study in Macau. Sage Open, 10(1), 1-14.
Ministry of Labor. (2023). A comparative study of public policies in the context of decent work for digital labour platforms: A case study of delivery riders. Retrieved from http://warning.mol.go.th/uploadFile/pdf/pdf-2023-01-05-1672903833.pdf [In Thai]
Pathavi, D., Adam, M. R. R., & Bustaman, Y. (2020). Analysis of factors affecting the green purchase intention of electric motorcycle: Case study of selis. Conference Series, 3(1), 458–476.
Pramajaya, A., & Haryanto, J. O. (2021). Tacit knowledge and product information about the environmental impact towards the purchase intention of electric motorcycles. Jurnal Teknik Industri, 23(2), 149-160.
Phamornphon, S. (2023). Rider, relying on new electric motorcycles invading the market. Retrieved from https://www.bangkokbiznews.com/auto/1062243 [In Thai]
Rietmann, N., & Lieven, T. (2019). How policy measures succeeded to promote electric mobility–Worldwide review and outlook. Journal of Cleaner Production, 206, 66-75.
Rousseau, S. (2020). Millennials’ acceptance of product-service systems: Leasing smartphones in Flanders (Belgium). Journal of Cleaner Production, 246, 1-33.
Shetty, D. K., Shetty, S., Raj Rodrigues, L., Naik, N., Maddodi, C. B., Malarout, N., & Sooriyaperakasam, N. (2020). Barriers to widespread adoption of plug-in electric vehicles in emerging Asian markets: An analysis of consumer behavioral attitudes and perceptions. Cogent Engineering, 7(1), 1-15.
Sung, E., Kim, H., & Lee, D. (2018). Why do people consume and provide sharing economy accommodation?-A sustainability perspective. Sustainability, 10(6), 1-17.
Suwignyo, P., Yuniarto, M. N., Nugraha, Y. U., Desanti, A. F., Sidharta, I., Wiratno, S. E., & Yuwono, T. (2023). Benefits of electric motorcycle in improving personal sustainable economy: A view from Indonesia online ride-hailing rider. International Journal of Technology, 14(1), 38-53.
Tantipitok, P., & Yuthasaknukul, P. (2021). Inside the food delivery business: Moving forward with market expansion with a variety of services. Retrieved from https://www.scbeic.com/th/detail/file/product/7906/g3uws6soy7/EIC_Note_Food-delivery_20211102.pdf [In Thai]
Thai PBS. (2022). “Rider” adjusts to using electric motorcycles to save on expensive gas. Retrieved from https://www.thaipbs.or.th/news/content/316287 [In Thai]
Thairath Online. (2022). A tired rider sweating in the era of expensive gas, running laps in a race against time to survive. Retrieved from https://www.thairath.co.th/scoop/theissue/2421320 [In Thai]
Top Ten. (2022). Looking at the “food delivery” market in the “expensive oil” era, adding new challenges, “contract riders” to stay with the platform. Retrieved from https://positioningmag.com/1389897 [In Thai]
Van Tuan, P., Thao, N. T. P., Le, T. T., Linh, N. T., & Tuan, H. M. (2022). Factors influencing purchasing intention toward electric vehicle in Vietnam. Journal of Social Commerce, 2(2), 82-99.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178.
Wang, Z., Wang, X., & Guo, D. (2017). Policy implications of the purchasing intentions towards energy-efficient appliances among China’s urban residents: Do subsidies work?. Energy Policy, 102, 430-439.
Wantanasombat, A., & Pitukthanin, A. (2021). Rider Hero-Chain: Working conditions and social security of food delivery workers in the platform economy during the COVID-19. Retrieved from https://d2fbbfd4-1c4d-4a3d-8c0f-12c681c9a53d.usrfiles.com/ugd/d2fbbf_5d5061738a3641be8cc6e404ae30d097.pdf [In Thai]
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers’ green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114-122.
Yeğin, T., & Ikram, M. (2022). Analysis of consumers’ electric vehicle purchase intentions: An expansion of the theory of planned behavior. Sustainability, 14(19), 1-27.
Yuniaristanto, Y., Utami, M. D., Sutopo, W., & Hisjam, M. (2022). Investigating key factors influencing purchase intention of electric motorcycle in Indonesia. Transactions on Transport Sciences, 13(1), 54-64.
Zhu, L., Song, Q., Sheng, N., & Zhou, X. (2019). Exploring the determinants of consumers’ WTB and WTP for electric motorcycles using CVM method in Macau. Energy Policy, 127, 64-72.