ปัจจัยที่มีผลต่อผู้บริโภคในอำเภอเมืองลำปางในการตัดสินใจซื้อรถยนต์ไฟฟ้าแบตเตอรี่

Abstract

This study was to investigate the factors influencing the purchase decision of battery electric vehicles (BEVs) among consumers in Mueang Lampang District, Lampang Province, Thailand. A quantitative research methodology was employed, utilizing a questionnaire as a tool to collect data from a sample of 400 consumers in Mueang Lampang District who are interested in and intend to purchase BEVs. Data analysis was conducted using One-way ANOVA, with the statistical significance level set at 0.05. The findings revealed that personal factors, including gender, age, marital status, number of household members, education level, occupation, average monthly income, number of personal cars used daily, daily travel distance using BEVs, and experience in driving BEVs, were significantly associated with Technology Acceptance Model and Marketing Mix Factors in the decision to purchase BEVs, both overall and in every aspect. Among the personal factors, sex, age and experience in driving BEVs were found to have the strongest relationship with technology acceptance and marketing mix factors in the BEV purchase decision. Specifically, respondents who are male aging between 26 – 33 years and those with experience in driving BEVs placed greater importance on marketing mix factors than other groups in their decision to purchase BEVs