ACCEPTANCE OF BATTERY ELECTRIC VEHICLE TECHNOLOGY WITH BRAND TRUST AS A MEDIATOR
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Abstract
This research aims to (1) investigate the influence of brand trust on the acceptance of electric vehicle technology and (2) examine the mediating role of brand trust in the acceptance of electric vehicle technology. The study employs a quantitative approach, collecting data through an online survey from 450 respondents interested in battery electric vehicles and analyzing the data using Structural Equation Modeling. The results reveal that brand trust directly influences consumer technology acceptance and plays a role as a mediating variable between technology acceptance factors and behavioral intention to use the technology. It can be concluded that brand trust is a key factor in supporting consumer acceptance of the technology. Besides contributing to the body of academic knowledge by integrating technology acceptance studies with marketing concepts, the results of this research also enable the entrepreneurs to have guidelines for promoting the consumers to accept electric vehicle technology together with the acceptance of new brands entering the market. This can further accelerate the growth of the electric vehicle industry in Thailand.
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