FACTORS AFFECTING THE DECISION TO PURCHASE MG ELECTRIC CARS AMONG WORKING-AGE PEOPLE IN BANGKOK

Abstract

The objective of this research was to study acceptance of innovation and technology, brand value that affect the decision to buy MG electric cars of working-age people in Bangkok. The study sample comprises the working-age population residing in Bangkok, selected using W.G. Cochran's sample size calculation formula, using purposive sampling with a sample size of 400 participants. A questionnaire was utilized as the data collection tool to gather information from consumers in Bangkok who are interested in and intend to purchase MG electric vehicles (EVs) for personal use in the Bangkok metropolitan area. The results of the study revealed that: 1) The overall factor of innovation and technology acceptance was at a high level. When considering each aspect, it was found that ease of use had the highest average value, followed by perceived benefits, intention to use electric cars, trust in the system, and perceived risk, respectively. 2) The overall factor of brand equity of MG brand electric cars was at a high level. When considering each aspect, it was found that brand awareness had the highest average value, followed by brand association, and perceived quality and brand loyalty, respectively. 3) The factor of decision to buy MG brand is at a high level. When considering each aspect, it was found that the aspect of awareness of needs or problems has the highest average value, followed by the aspect of information seeking, the aspect of purchase decision, post-purchase behavior, and the aspect of alternative evaluation, respectively. 4) The hypothesis testing found that the factor of acceptance of innovation and technology and the factor of brand value have an effect on the decision to buy MG brand electric cars of working-age population in Bangkok at a statistically significant level of 0.05