Exploring Factors Influencing Electric Vehicle Purchase Intentions through an Extended Technology Acceptance Model

Abstract

Recently, with climate deterioration and environmental pollution, consumers are becoming more and more aware of the use of sustainable energy. In particular, the demand for electric vehicles that use sustainable energy is also increasing. In addition, due to the simple driving principle of pure electric vehicles, many electric vehicles developed by electronics companies are continuously being launched. Electric vehicles not only use renewable energy to protect the environment but also save on various usage expenses, so they are expected to become the main products in the mobile travel equipment market in the future. This study aims to explore the impact of product design dimensions on electric vehicle (EV) purchase intentions, provide a theoretical basis for companies’ differentiation strategies, and reflect the impact of product design on purchase intention. This study uses Davis’s TAM combined with environmental awareness (EA) for analysis; an online survey was conducted on Chinese (n = 468) and Korean (n = 409) consumers, both male and female, aged 20–60 years and above. We found that, for Chinese consumers, the aesthetic and symbolic dimensions do not affect perceived usefulness and perceived ease of use, but they do affect environmental awareness, while the functional dimension affects not only perceived ease of use and usefulness but also environmental awareness. For Korean consumers, the aesthetic, functional, and symbolic dimensions all affect perceived ease of use and environmental awareness, but perceived usefulness is only affected by aesthetics and environmental awareness. Through simulation analysis, the results show that perceived ease of use, usefulness, and environmental awareness all directly affect purchase intentions. Perceived ease of use and environmental awareness are particularly important for Chinese consumers, while Korean consumers pay more attention to the test drive experience and environmental awareness. The results show that electric vehicle manufacturers should develop new technologies for the Chinese market to attract consumers, while in the Korean market, they should improve perceived usefulness through test drives and pay attention to environmental awareness. Specific statistical data show that both Chinese and Korean consumers assign importance to the impact of environmental awareness on purchase intention, proving the importance of environmental awareness. The results of this study will be of great reference value to electric vehicle manufacturers, policymakers, and consumer behavior researchers, helping them to better understand the role of product design in improving the market acceptance of electric vehicles.