Technology Acceptance and Marketing Mix Affecting Attitude and Intention of Working-Age People to use Electric Vehicles in Bangkok and Metropolitan Region
Keywords:
Technology Acceptance, Marketing Mix, Attitude, Attention, Working-Age PeopleAbstract
This study aims 1) to study the level of opinion on technology acceptance of working age-people
in using electric vehicles in Bangkok and Metropolitan Region, 2) to study the marketing mix opinions of
working age-people on the use of electric vehicles in Bangkok and Metropolitan Region, and 3) to test the
structural equation model of technology acceptance and marketing mix affecting attitude and intention of
working-age people to use electric vehicles in Bangkok and Metropolitan Region. The research population
was working-aged people with personal cars in Bangkok and Metropolitan Region, aged between 18-60
years old. Data were collected from a sample of 400 people. The instrument used for data collection was
a questionnaire. Data analysis used were frequency, percentage, standard deviation and structural equation
modeling techniques. The research results found that 1) the overall level of opinion regarding the acceptance
of technology among working-age people was at a high level (x̄̄=3.91, SD=0.77, 2) the overall level of
opinion regarding the marketing mix among working-aged people was at a high level (x̄̄= 4.03, SD=0.80),
and 3) acceptance of technology in terms of perceived ease of use, perceived usefulness and marketing mix
had a positive direct effect on attitude towards usage and an indirect effect on intention to use people's
electric car. The model was consistent with the empirical data (Chi-square/df=1.159, GFI=0.950, CFI=0.995,
RMSEA=0.20). The results of the research can be used as guidelines for developing strategies for the electric
vehicle business to be consistent with consumers' needs for using electric vehicles efficiently and effectively.
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