TECHNOLOGY ACCEPTANCE MARKETING MIX TO WORKING-AGE PEOPLE INTENTION TO USE ELECTRIC CARS IN BANGKOK AND METROPOLITAN REGION

Abstract

The objectives of this research were to study and analyze the factors of technology acceptance and marketing mix on the intention to use electric vehicles among working-age people in Bangkok and Metropolitan Region. This research was qualitative research by selecting a purposive sample of 30 people of working-age who have their own vehicles in Bangkok and Metropolitan Region, aged between 18-60 years, total 30 people. Used in-depth interviews with a structured interview form. By analyzed the content. The research results found that perceived ease of use electric vehicles were easier to maintain and require less equipment than combustion systems. Perceived usefulness reduces operating costs, no need for fuel and reduces air pollution. Attitude towards electric vehicles, they intend to use electric vehicles only when there was adequate charging available. They will buy electric vehicles in the next 2-5 years. The marketing mix in term of the product includes battery capacity and beautiful appearance. The distance that can be run per charge was 1 time and the appearance design was modern. In terms of price, the price must be worth the quality and performance provided and also reasonable maintenance costs. In term of channel, there must be a service center covering the entire country to build confidence among the people. In term of promotion, the promotions play an important role in purchasing decisions. After-sales care was important and receiving support from the government plays an important role in purchasing decisions. Factors in terms of perceived usefulness, price, and promotion affect the intention to use electric vehicles among working-age people in Bangkok and Metropolitans Region.