Factors Affecting Purchasing Decisions of Electric Vehicles (EV) of People in Bangkok
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Abstract
The purposes of this research were 1) to study the importance of technology acceptance factors, innovation, and integrated marketing communications; brand image and electric passenger car (EV) purchase decision; and 2) to study the mediating of brand image as a variable linking technology acceptance, innovation, integrated marketing communication and passenger car purchase decision. Electrical Person (EV) Using Integrated Research Methods It consists of quantitative research and qualitative research. The quantitative research has a sample group, including general people who know personal electric vehicles. in Bangkok, 500 people using non-probabilistic random sampling and using a specific random sampling method. Data were analyzed by structural equation using PLS Graph 3.0 program for qualitative research. Use in-depth interviews with key informants, namely The sample group used in the study was staff at the electric vehicle center. In Bangkok, 5 persons, 1 center per person, including 1 BYD center, 1 MG center, 1 Tesla, 1 Nissan, and 1 Neta. Results of data analysis by content analysis. The results showed that technology acceptance Integrated marketing communication, innovation, brand image and overall purchase decision were at high level. and the results of structural equation model analysis It can be explained as follows: 1) Factors that have an overall effect on purchasing decision (PD) found that technology acceptance (TA), innovation (IN), and brand image (IMC) have a direct influence on purchasing decision (PD). were 0.798, 0.081 and 0.144 respectively, while technology acceptance (TA) innovation (IN) also indirectly influenced purchasing decisions (PD) were 0.051, 0.086 respectively and 2) factors that had an overall effect On brand image (BIM), it was found that the acceptance of technology, innovation (IN) and brand image (IMC) was 0.357, -0.106 and 0.600 respectively.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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