Examining the Influence of Technological Perception, Cost, and Accessibility on Electric Vehicle Consumer Behavior in Thailand

Abstract

This study investigates consumer behavior in electric vehicle (EV) adoption, focusing on how factors like convenience, accessibility, technological perception, and cost influence the travel patterns and usage behavior of EV drivers in Thailand. This study aims to address the research gap in the comparative behavior between electric vehicles and public transport in a developing country. Using a quantitative approach, the study collected data via surveys distributed online and face-to-face interviews with a stratified sample of 398 respondents. The survey assessed the relationships between convenience and accessibility, technology perception, cost of ownership, and travel patterns using structural equation modeling (SEM). The findings reveal that convenience and accessibility significantly affect consumer perceptions of technology and the cost of ownership, which, in turn, influences travel patterns. Technology perception and performance serve as partial mediators, suggesting that improving the infrastructure enhances EV adoption. Additionally, the cost of ownership, including long-term savings, positively impacts usage behavior. This study provides key insights for policymakers and urban planners aiming to promote the adoption of EVs. Enhancing charging infrastructure, offering government incentives, and improving public awareness of long-term cost benefits are recommended strategies. These findings are particularly relevant in urban environments and offer guidance for developing infrastructure policies that align with consumer preferences.