THE INFLUENCE OF FACTORS AFFECTING INTENTIONS TO PURCHASE ELECTRIC VEHICLES (EVs) AMONG THAI CONSUMERS

To help prevent the phenomenon of global warming caused by the combustion of fossil fuels, this research aimed to investigate the viability of Electric Vehicles (EVs) as a solution to the problem of pollution from transportation in Thailand. Based on the Theory of Planned Behavior (TPB) formulated by Ajzen (Ajzen, 1985), the study utilized quantitative research methods to collect data from a sample group of people interested in EVs and modern automobile technology, all of whom had memberships in online social groups concerned with these technologies. Data were collected via a questionnaire survey with Cronbach’s alpha values ranging from 0.892 to 0.933. Complete questionnaire responses were received from 312 respondents. Data were analyzed using SmartPLS software. The findings of the study revealed that the constructed SEM had a high level of congruence with the empirical data. 49.8% of the variance in purchase intentions was explained by causal factors. Subjective norms (from the suggestions, use of EVs, agreement with the choice of using EVs, and satisfaction with the choice to use EVs, of family and close friends) were shown to have both direct and indirect effects on purchase intentions. In contrast, attitudes toward purchase behavior did not have any effect on purchase intentions. These results show that actual subjective norms depend on interpersonal influences at the highest level, followed by external influences, and personal innovativeness, respectively. The study suggests that the influences of close relationships with family and friends have an important role in the purchase intentions relating to EVs among Thai consumers. Additional interview results revealed that Thai people are aware of global warming and rising oil prices, bringing their attention to EVs as a potentially more viable option.