Technology acceptance and marketing mix affectingelectric vehicles purchasing decision in Shanghai, People's Republic of China
Keywords:
technology acceptance, marketing mix, purchasing decisionAbstract
This research aimed to 1) study the level of importance of technology acceptance, marketing mix, and electric vehicle purchasing decisions in Shanghai, the People's Republic of China, and 2) study the influence of technology acceptance and marketing mix on electric vehicle purchasing decisions in Shanghai, the People's Republic of China. The sample consisted of 385 electric vehicle users living in Shanghai, the People’s Republic of China selecting through a convenient sampling method. A questionnaire was used as the data collection tool. The statistics used for data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the research found that 1) the technology acceptance, marketing mix, and electric vehicle purchasing decisions in Shanghai, the People's Republic of China, were at a high level overall. 2) The acceptance of electric vehicle technology in Shanghai, the People's Republic of China, in terms of using, perceived ease of use, intention to use, and perceived benefits, significantly influenced the electric vehicle purchasing decisions in Shanghai, the People's Republic of China, at a statistical significance level of .05. Jointly, these variables explained 47.40 percent of the factor influencing technology acceptance among electric vehicle users in Shanghai, the People's Republic of China. The product, promotion, and price had significant impact on purchase decisions (p < .05$), with a combined predictive power of 58.70%.
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