FACTORS AFFECTING THE PURCHASE DECISION OF BYD ELECTRIC VEHICLES IN BANGKOK AND SURROUNDING AREAS

Abstract

This research aims to study the personal factors such as gender, age, marital status, education level, occupation, and average monthly income along with factors related to technology acceptance and brand image that influence the decision to purchase BYD electric cars among the population in Bangkok and its metropolitan area. The study follows a quantitative research design and employs a non-probability, accidental sampling method. Data was collected through 298 online questionnaires and 102 self-administered questionnaires, totaling 400 samples. Statistical methods used for data analysis include mean, standard deviation, Independent Samples t-test, One-Way ANOVA (F-test), and multiple regression analysis. The findings indicate that
1) personal factors do not significantly affect the decision to purchase BYD electric cars among the population in the study area, 2) technology acceptance factors, including perceived benefits (Sig = 0.000) and perceived ease of use (Sig = 0.000), significantly influence the decision, and 3) brand image factors, including value (Sig = 0.000), user (Sig = 0.000), and culture (Sig = 0.001), have a significant effect on the decision to purchase BYD electric cars at a significance level of 0.05. However, factors related to attributes, benefits, and personality do not significantly influence the decision.