Adoption of Electric Motorcycles in Pakistan: A Technology Acceptance Model Perspective

Abstract

Electric motorcycles (EMs) are gaining popularity in densely populated Asian countries, offering environmentally friendly solutions to combat traffic-related pollution. Governments and authorities are eager to promote EMs to reduce reliance on traditional fuel-based motorcycles. While prior research has explored the potential impacts of EMs, limited attention has been given to the adoption intentions of the Pakistani public. This study investigates the factors influencing the behavioral intentions of adopting EMs in Pakistan, employing an extended technology acceptance model (TAM) framework. The extended model incorporates perceived values and environmental concerns, along with perceived usefulness and perceived ease of use, to assess their impact on EM adoption intentions. Based on data collected from 228 respondents in Karachi, Pakistan, structural equation models were estimated to identify significant factors affecting EM adoption. Findings highlight the substantial influence of perceived value and environmental concern on behavioral intentions, with perceived ease of use playing a mediated role through perceived usefulness. Results suggest that effective marketing and user-friendly EM designs, coupled with well-crafted policies and education, can substantially boost EM adoption by the public, facilitating a shift toward sustainable transportation alternatives.