MARKETING COMMUNICATION FOR THE ACCEPTANCE OF ELECTRIC VEHICLE TECHNOLOGY
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Abstract
The objectives of this research were 1) to study the acceptance of electric vehicle technology due to the differentiation of personal factors, 2) to study the level of importance of the marketing communication mix of electric vehicle based on consumer acceptance of electric vehicle technology, and 3) to study the marketing communication mix of electric vehicle operators affecting consumer acceptance of electric vehicle technology. The research was conducted with quantitative method. The sample of 400 consumers are consisted of consumers who have the private car driving licenses in Thailand and domiciled in Bangkok and metropolitan area that includes Nonthaburi, Nakhon Pathom, Pathum Thani, Samut Prakan, and Samut Sakhon. The samples were random by using stratified sampling according to the proportion of the number of people with private car driving licenses in each province. Data were collected by using a questionnaire. The statistics used were frequency, percentage, mean, and standard deviation. T-test, analysis of variance (Anova), and multiple regression analysis.
The research’s results revealed that 1) the consumers with the differences of personal factors including age, highest level of education, occupations, and average monthly income have different acceptance on electric vehicle technology, significantly level at 0.05; the consumers with different gender did not have different acceptance on electric vehicle technology, 2) consumers pay attention on 6 types of marketing communication mix at high and the highest level respectively, sorted in descending order as follows: sales promotion, online marketing, personal selling, direct marketing, public relations and advertising, respectively, and 3) all of 6 types of marketing communication mix affects consumers' acceptance of electric vehicle technology at a significantly level at 0.05.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความวารสารบัณฑิตศึกษา มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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