FACTORS INFLUENCING CONSUMERS’ DECISION-MAKING ON ELECTRIC VEHICLE PURCHASES IN KAMPHAENG PHET PROVINCE
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Abstract
This research was aimed to investigate (1) the level of opinions regarding marketing mix factors, acceptance of technology, and decision-making on purchasing of electric vehicles among the residents of Kamphaeng Phet province; and (2) the factors influencing the decision to purchase electric vehicles among the residents of Kamphaeng Phet province. This study was a quantitative research. The research sample consisted of 385 persons in Kamphaeng Phet province who were interested in purchasing electric vehicles. A questionnaire was used as the data collecting tool. Data were analyzed using the frequency, percentage, mean, standard deviation, and multiple regression analysis. The research findings revealed that the overall level of opinions regarding marketing mix factors, acceptance of technology, and decision-making on purchasing of electric vehicles were at the high level. Additionally, five significant factors influencing the decision to purchase electric vehicles were identified: the intention to use, the marketing promotion, the product, the attitude towards usage, and the price. These factors could be combined to explain the decision-making to purchase electric vehicles by 75.70% (R2 = 0.757), which was significant at the .01 level. Therefore, entreprenuers should incorporate these factors into their planning and strategy development to stimulate the consumers’ motivation to purchase electric vehicles. Furthermore, the government initiatives should focus on public relations and information dissemination to highlight the importance and benefits of electric vehicle usage, and fostering a positive attitude toward using electric vehicles resulting in more decision-making on purchasing electice vehicles.
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