ปัจจัยที่มีผลต่อการตัดสินใจของผู้บริโภคในจังหวัดเชียงใหม่ในการซื้อรถยนต์ไฟฟ้าแบตเตอรี่

Abstract

This quantitative study aims to identify push and pull that influence the decision to purchase electric vehicles by consumers in Chiang Mai. The population for the study includes consumers in Chiang Mai who use personal vehicles. A convenience sample of 400 respondents were collected online questionnaire via Google Forms. Data was analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation), logistic regression analysis, and chi-square tests to examine the relationships between variables. The results revealed that the majority of respondents were female (54.00%), aged between 35-44 years (58.00%), employed in private sectors (67.00%), with an average monthly income of 50,001-100,000 baht. Psychological push factors, driven by the need to avoid problematic situations, significantly influenced the decision to purchase BEVs, with an average score of 3.99, indicating a high level of importance. External pull factors, which promote and encourage consumer interest in BEVs, had an average score of 4.08, also indicating high significance.