FACTORS INFLUENCING THE CHOICE OF EV CHARGING STATION BY ELECTRIC VEHICLE USERS IN MUEANG DISTRICT, CHIANG RAI PROVINCE

Abstract

This study aimed to investigate the factors influencing electric vehicle (EV) users’ decisions in selecting EV charging stations in Mueang District, Chiang Rai Province. The research focused on the Knowledge, Attitude, and Practice (KAP) model, as well as service marketing mix factors (7Ps), including product, price, place, promotion, people, process, and physical evidence. A quantitative research method was employed using a questionnaire distributed to 306 EV users in the study area. Descriptive statistics and multiple regression analysis were applied. The findings revealed that both KAP factors and selected components of the marketing mix significantly influenced users’ decisions, particularly in terms of product features, service accessibility, and users’ knowledge. The study provides valuable insights for improving EV charging station services and developing marketing strategies that align more closely with consumer needs and behavior in the region.