ELECTRIC VEHICLE ADOPTION FRAMEWORK: POLICY INTEGRATION AND MASS CUSTOMIZATION STRATEGY
คำสำคัญ:
Mass Customization, Electric Vehicle, Core Attribute, Optional Attribute, Automotive Industryบทคัดย่อ
Nowadays the global is seriously concern about climate change. This is also increasing the use of electric vehicles (EVs). This study aims to research the key factors that determine Thai consumers intention to adopt EVs. Mass customization plays an important role the strategic marketing approach. This includes consumer identity and government policy as well as part of a holistic structural framework. The data were collected from Thai car owners. This study applied Necessary Condition Analysis (NCA), Partial Least Squares Structural Equation Modeling (PLS-SEM) and Importance-Performance Map Analysis (IPMA) to examine key factors and critical constraints influencing to the electric vehicle’s adoption behavior. This finding indicates that the government policy and core product attributes represent essential conditions for EV adoption. Furthermore, consumer identity and optional features function as significant complementary drivers. The results emphasize the critical role of personalized product offering with supportive policy infrastructure to accelerate EV adoption. This study finding contributes to the theoretical understanding of the integration of formative and reflective constructs. It also extends the exiting knowledge on factors influencing EV adoption. The study provides great benefit to the marketing strategic to promote EV adoption and advance sustainable mobility in emerging markets.
เอกสารอ้างอิง
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324. https://doi.org/10.1002/hbe2.195
ASEAN Automotive Federation. (2023). ASEAN Automotive Federation Statistics. https://www.asean-autofed.com/statistics.html
Axsen, J., Orlebar, C., & Skippon, S. (2013). Social influence and consumer preference formation for pro-environmental technology: The case of a UK workplace electric-vehicle study. Ecological Economics, 95, 96-107. https://doi.org/10.1016/j.ecolecon.2013.08.009
Ehsan, F., Habib, S., Gulzar, M. M., Guo, J., Muyeen, S. M., & Kamwa, I. (2024). Assessing policy influence on electric vehicle adoption in China: An in-depth study. Energy Strategy Reviews, 54, 101471. https://doi.org/10.1016/j.esr.2024.101471
Electric Vehicle Association of Thailand. (2025, June 30). Supply chain for electric vehicle battery. https://evat.or.th/ev-new/ev-technology/supply-chain-for-electric-vehicle-battery/
Electric Vehicle Association of Thailand. (2026). The current status of electric vehicles in Thailand. https://evat.or.th/en/statistical-information/
Gilmore, J. H., & Pine, B. J. (1997). The four faces of mass customization. Harvard Business Review, 75(1), 91-101.
Goncearuc, A., De Cauwer, C., Sapountzoglou, N., Van Kriekinge, G., Huber, D., Messagie, M., & Coosemans, T. (2024). The barriers to widespread adoption of vehicle-to-grid: A comprehensive review. Energy Reports, 12, 27-41. https://doi.org/10.1016/j.egyr.2024.05.075
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hardman, S., Chandan, A., Tal, G., & Turrentine, T. (2017). The effectiveness of financial purchase incentives for battery electric vehicles – A review of the evidence. Renewable and Sustainable Energy Reviews, 80, 1100–1111. https://doi.org/10.1016/j.rser.2017.05.255
Hauff, S., Richter, N. F., Sarstedt, M., & Ringle, C. M. (2024). Importance and performance in PLS-SEM and NCA: Introducing the combined importance-performance map analysis (cIPMA). Journal of Retailing and Consumer Services, 78, 103723. https://doi.org/10.1016/j.jretconser.2024.103723
Haustein, S., Jensen, A. F., & Cherchi, E. (2021). Battery electric vehicle adoption in Denmark and Sweden: Recent changes, related factors and policy implications. Energy Policy, 149, 112096. https://doi.org/10.1016/j.enpol.2020.112096
IEA. (2003). Energy Efficiency 2023. https://www.iea.org/reports/energy-efficiency-2023
Liao, F., Molin, E., & van Wee, B. (2017). Consumer preferences for electric vehicles: a literature review. Transport Reviews, 37(3), 252-275. https://doi.org/10.1080/01441647.2016.1230794
Liu, R., Ding, Z., Wang, Y., Jiang, X., Jiang, X., Sun, W., Wang, D., Mou, Y., & Liu, M. (2021). The relationship between symbolic meanings and adoption intention of electric vehicles in China: The moderating effects of consumer self-identity and face consciousness. Journal of Cleaner Production, 288, 125116. https://doi.org/10.1016/j.jclepro.2020.125116
Morton, C., Anable, J., Yeboah, G., & Cottrill, C. (2018). The spatial pattern of demand in the early market for electric vehicles: Evidence from the United Kingdom. Journal of Transport Geography, 72, 119-130. https://doi.org/10.1016/j.jtrangeo.2018.08.020
Pan, W., & Shittu, E. (2025). Assessment of mobility decarbonization with carbon tax policies and electric vehicle incentives in the US. Applied Energy, 379, 124838. https://doi.org/10.1016/j.apenergy.2024.124838
Piller, F. T. (2004). Mass customization: Reflections on the state of the concept. International Journal of Flexible Manufacturing Systems, 16(4), 313-334. https://doi.org/10.1007/s10696-005-5170-x
Pollard, D., Chuo, S., & Lee, B. (2008). Strategies for mass customization. Journal of Business and Economics Research, 6(7), 77–86. https://doi.org/10.19030/jber.v6i7.2447
Preedakorn, K., Butler, D., & Mehnen, J. (2023). Challenges for the adoption of electric vehicles in thailand: potential impacts, barriers, and public policy recommendations. Sustainability, 15(12), 9470. https://doi.org/10.3390/su15129470
Rezvani, Z., Jansson, J., & Bodin, J. (2015). Advances in consumer electric vehicle adoption research: A review and research agenda. Transportation research part D: transport and environment, 34, 122-136. https://doi.org/10.1016/j.trd.2014.10.010
Struben, J., & Sterman, J. D. (2008). Transition challenges for alternative fuel vehicle and transportation systems. Environment and planning B: planning and design, 35(6), 1070-1097. https://doi.org/10.1068/b33022t
Su, D. N., Nguyen-Phuoc, D. Q., Tran, P. T. K., Van Nguyen, T., Luu, T. T., & Pham, H. G. (2023). Identifying must-have factors and should-have factors affecting the adoption of electric motorcycles–A combined use of PLS-SEM and NCA approach. Travel Behaviour and Society, 33, 100633. https://doi.org/10.1016/j.tbs.2023.100633
Tajfel, H., & Turner, J. C. (2004). The social identity theory of intergroup behavior. In Political psychology (pp. 276-293). Psychology Press.
Tseng, M. M., Wang, Y., & Jiao, R. J. (2017). Mass customization. In L. Laperrière & G. Reinhart (Eds.), CIRP encyclopedia of production engineering. Springer. https://doi.org/10.1007/978-3-642-35950-7_16701-3
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5-23. https://doi.org/10.1007/s11747-015-0456-3
Vidhate, C. (2024). Measuring the product configuration complexity and cost for mass-customization of automobiles: A qualitative and quantitative study of the product variant complexity, its associated cost [Doctoral dissertation]. MIT Libraries. https://dspace.mit.edu/handle/1721.1/155626
Vis, B., & Dul, J. (2018). Analyzing relationships of necessity not just in kind but also in degree: Complementing fsQCA with NCA. Sociological Methods and Research, 47(4), 872-899. https://doi.org/10.1177/0049124115626179
Wang, S., Ma, J., Cao, Q., & Wang, L. (2024). Environmental benefits and supply dynamics of electric vehicles sharing: From a systematic perspective of transportation structure and trip purposes. Transportation Research Part D: Transport and Environment, 130, 104193. https://doi.org/10.1016/j.trd.2024.104193
Wang, Y., Ma, H. S., Yang, J. H., & Wang, K. S. (2017). Industry 4.0: a way from mass customization to mass personalization production. Advances in manufacturing, 5, 311-320. https://link.springer.com/article/10.1007/s40436-017-0204-7
Whitmarsh, L. (2009). Behavioural responses to climate change: Asymmetry of intentions and impacts. Journal of Environmental Psychology, 29(1), 13-23. https://doi.org/10.1016/j.jenvp.2008.05.003
Wolf, E. J., Harrington, K. M., Clark, S. L., & Miller, M. W. (2013). Sample size requirements for structural equation models: An evaluation of power, bias, and solution propriety. Educational and Psychological Measurement, 73(6), 913-934. https://doi.org/10.1177/0013164413495237
Xu, G., Wang, S., Li, J., & Zhao, D. (2020). Moving towards sustainable purchase behavior: examining the determinants of consumers’ intentions to adopt electric vehicles. Environmental Science and Pollution Research, 27, 22535-22546. https://doi.org/10.1007/s11356-020-08835-9
Xu, Y., Shan, X., Guo, M., Gao, W., & Lin, Y. S. (2024). Design and Application of Experience Management Tools from the Perspective of Customer Perceived Value: A Study on the Electric Vehicle Market. World Electric Vehicle Journal, 15(8), 378. https://doi.org/10.3390/wevj15080378
Yoon, J., & Joung, S. (2021). Environmental self-identity and purchasing ecofriendly products. Journal of Logistics, Informatics and Service Science, 8(1), 82-99. https://doi.org/10.33168/LISS.2021.0106
Zhang, M., Guo, H., Huo, B., Zhao, X., & Huang, J. (2019). Linking supply chain quality integration with mass customization and product modularity. International journal of production economics, 207, 227-235. https://doi.org/10.1016/j.ijpe.2017.01.011
ดาวน์โหลด
เผยแพร่แล้ว
รูปแบบการอ้างอิง
ฉบับ
ประเภทบทความ
สัญญาอนุญาต
ลิขสิทธิ์ (c) 2026 Dolaya Chaturongakul
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของ ผู้เขียน
ทัศนะและความคิดเห็นที่ปรากฏในบทความในวารสารเครือข่ายส่งเสริมการวิจัยทางมนุษยศาสตร์และสังคมศาสตร์จะถือเป็นความรับผิดชอบของผู้เขียนบทความนั้น และไม่ถือเป็นทัศนะและความรับผิดชอบของกองบรรณาธิการ
