Mediating the Drive: How Brand Image Shapes the Adoption of Technology and Innovation in Bangkok's Electric Vehicle Market

Abstract

Background and Aim: The electric vehicle (EV) market in Bangkok has evolved driven by environmental concerns, urban congestion, government incentives, charging infrastructure development, and consumer preferences, making it a promising contributor to a cleaner and sustainable urban mobility landscape. This research explores the dynamics of technological acceptance, innovation, brand image, and decision-making in the context of electric vehicle (EV) adoption. Therefore, this research can be used as a guideline for policymakers, marketers, and industry stakeholders aiming to promote sustainable and technologically advanced transportation solutions. Materials and Methods: The study employs a quantitative approach, utilizing a questionnaire-based survey method, and targets a sample of 200 participants residing in Bangkok with prior knowledge of electric vehicles. Following the principles outlined by Gorsuch (1983), simple random sampling was applied. The index of item-objective congruence (IOC) was between 0.67-1.00. The Cronbach's alpha coefficient was between 0.835 - 0.919. Statistical analysis techniques encompassing percentages, averages, standard deviations, and structural equation modeling (SEM) were employed. Results: The findings of this research reveal that individuals possessing knowledge about electric cars exhibit a significantly high level of acceptance regarding technology, innovation, brand image, and decision-making. Also, they all have high scores in every aspect with a mean of 3.97, 3.81, 3.87, and 3.98, as well as standard deviations of 0.792, 0.764, 0.690, and 0.652, respectively. Furthermore, the study elucidates the factors influencing decision-making (DM) regarding electric vehicle purchases, with technology acceptance (TA) and innovation (IN) emerging as critical determinants. Both TA and IN exert direct effects on DM with values equal to 0.122 and 0.241. Additionally, these factors indirectly impact DM with values equal to 0.159 and 0.495, respectively, which underscore their multifaceted roles in shaping consumer choices. Importantly, TA and IN also have a direct effect of 0.270 and 0.840 on brand image. Notably, brand image has a direct effect on DM with values of 0.589. Conclusion: The findings underscore the significance of informed consumer knowledge and positive brand image in fostering the adoption of electric vehicles, aligning with the broader societal goal of sustainable and environmentally conscious mobility solutions.