Influences of Reliability and Innovation as an Intermediate Variable that Connected the Marketing Mix with The Decision to Buy an Electric Vehicle (EV) Car of People in Bangkok
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Abstract
This research article aim to study (1) the levels of marketing mix, Trust, innovation acceptance, and the decision to purchase electric passenger vehicles (EVs); and (2) the role of Trust and innovation acceptance as mediating variables linking the marketing mix to purchase decisions. This quantitative study involved a sample of 500 consumers. The sampling method used was purposive sampling. The research instrument was a questionnaire, and data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS program.
Findings are as follows: that all variables were rated at a high level: marketing mix ( = 3.90 SD = 0.891), Trust ( = 3.91, SD = 0.888), innovation acceptance ( = 3.92, SD = 0.845), and purchase decision ( = 3.82, SD = 0.910). The model analysis indicated that the marketing mix had a direct influence on Trust (β = 0.876, p < .001) and innovation acceptance (β = 0.791, p < .001). Trust (β = 0.297, p < .001) and innovation acceptance (β = 0.368, p < .001) also had a direct influence on purchase decision. Moreover, the marketing mix had an indirect influence on purchase decision through Trust and innovation acceptance, with statistically significant values (p < .05), highlighting the role of mediating variables in explaining EV consumer behavior.
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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).
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