Factors Influencing Passengers’ Decisions to Use Electric Bus Transportation in Bangkok

Abstract

This research consists purposes were to investigate demographic factors, bus usage behaviors and marketing mix factors (7Ps) affecting passengers' decisions to use Electric Vehicle (EV) buses in Bangkok. Understanding these influencing factors is crucial for long-term service planning and development to effectively meet user demand, as well as for promoting a positive image to attract more passengers. The study employed a questionnaire as the data collection tool, administered to a sample of 450 respondents in the Bangkok area and data were analyzed using descriptive statistics, inferential statistics and binary logistic regression analysis. The results revealed that the factors significantly influencing the decision to use EV buses included demographic characteristics (age, occupation, education level, monthly income and residential area) and bus usage behavior (average weekly frequency). Furthermore, significant marketing mix factors comprised Product (travel speed and safety systems), Place (clear display systems for routes and upcoming stops), Promotion (appropriate ticket promotions), People (drivers’ competence and safe driving skills), Process (convenient and rapid E-Payment systems) and Physical Evidence (clear signage, modern vehicle design, cleanliness and accessible seating). The findings of this research contribute to guidelines for business planning and marketing strategies aimed at improving and developing EV bus services to effectively satisfy passenger needs and accommodate urban expansion.