Determinants of Thai Consumers’ Purchase Intention Toward Used Electric Vehicles
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Abstract
This research aims to 1) examine Thai consumers’ levels of opinion toward the studied variables, namely perceived quality, price sensitivity, brand trust, social media influencers, user experience, and purchase intention toward used electric vehicles; and 2) investigate the factors influencing Thai consumers’ purchase intention toward used electric vehicles. A quantitative research design was employed. The sample comprised 385 Thai consumers who had purchased a used electric vehicle or had prior experience using an electric vehicle. The sample size was determined using Cochran’s formula for an infinite population. Purposive and convenience sampling were applied, and data were collected through an online questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, specifically multiple linear regression analysis. The findings revealed that perceived quality was at a high level, whereas the other variables were at moderate levels. Price sensitivity, brand trust, social media influencers, and user experience significantly influenced purchase intention toward used electric vehicles at the 0.05 significance level and collectively explained 55.10% of the variance in purchase intention (R² = 0.551). However, perceived quality did not show a statistically significant influence. The findings provide practical implications for used electric vehicle dealers in formulating marketing strategies, particularly through influencer-based marketing communication and effective brand trust development.
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