Factors Influencing the Decision-Making Process for Purchasing Electric Personal Vehicles (EVs) in Nakhon Sawan Province
Keywords:
Purchase decision process, PurchasIntegrated marketing communication, Innovation adoptionAbstract
This study aimed to: 1) examine the factors influencing the decision-making process for purchasing electric personal vehicles (EVs) in Nakhon Sawan Province based on demographic characteristics; and 2) investigate the levels of integrated marketing communication factors and innovation adoption factors affecting the decision-making process for purchasing electric personal vehicles (EVs) in Nakhon Sawan Province. The sample consisted of 200 consumers who owned electric personal vehicles (EVs), selected through simple random sampling. The research instrument was a questionnaire with an Index of Item-Objective Congruence (IOC) ranging from 0.66–1.00 and a reliability coefficient of 0.97. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, namely t-test, One-way ANOVA, and Multiple Regression Analysis.
The findings revealed that:
- Demographic factors, including gender, age, marital status, educational level, occupation, and average monthly income, did not significantly affect the decision-making process for purchasing electric personal vehicles (EVs) in Nakhon Sawan Province at the .05 level of significance.
- Integrated marketing communication factors significantly affected the decision-making process for purchasing electric personal vehicles (EVs) in Nakhon Sawan Province at the .05 level of significance, with a predictive power of 79.7% (R² = .797). In addition, innovation adoption factors, particularly sales promotion and online marketing, significantly affected the decision-making process for purchasing electric personal vehicles (EVs) at the .05 level of significance and jointly predicted the purchasing decision at 68.5% (R² = .685). The findings of this study can be utilized as guidelines for developing marketing strategies, promoting innovation adoption, and enhancing business potential for electric vehicle entrepreneurs effectively.
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