FACTORS INFLUENCING CONSUMER BEHAVIOR TOWARDS THE PURCHASE OF HYBRID ELECTRIC VEHICLES (HEV) AND ELECTRIC VEHICLES (EV) IN BANGKOK METROPOLIS AND VICINITY

Abstract

This research examines consumer behavior and factors influencing the purchase of Hybrid Electric Vehicles (HEV) and Electric Vehicles (EV) in Bangkok Metropolitan Region and Vicinity. A quantitative method was employed by surveying 400 respondents. Binary logistic regression analysis at 95 percent confidence level revealed significant factors affecting purchase decisions such as innovation and technology, government policies, social media distribution channels, monthly income, and price variety. Factors reducing the likelihood of purchase included pollution concerns, after-sales service, rapid ordering process, and physical store accessibility. Our findings suggest that automobile companies should focus on technological innovation, emphasize government incentives, and develop diverse pricing strategies.