The Influence of Marketing Motivation and Personal Factors on the Purchase Intention of Battery Electric Vehicles (Bev) Among Consumers in Prachinburi Provin

Abstract

The objectives of this research were (1) to study marketing motivation and the level of purchase intention toward battery electric vehicles (BEVs) among consumers in Prachinburi Province, (2) to examine the personal factors of consumers that affect their purchase intention toward BEVs, and (3) to investigate the marketing motivations influencing consumers’ purchase intention toward BEVs.

The sample group consisted of 385 consumers aged 18 years and over who lived in Prachinburi Province and were interested in purchasing battery electric vehicles. The sample size was determined by Cochran’s formula for an unknown population. The research instrument was a questionnaire. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, such as Independent Samples t-test, One-Way ANOVA with LSD post hoc test, and Multiple Linear Regression Analysis. The results of the study revealed that: Consumers in Prachinburi Province had a high level of both utilitarian and emotional marketing motivations, as well as a high level of purchase intention toward BEVs. Some personal factors, namely gender, age, occupation, and income, significantly affected consumers’ purchase intention toward BEVs at the 0.05 level, while education level showed no significant difference. Both utilitarian and emotional marketing motivations positively influenced consumers’ purchase intention toward BEVs, with utilitarian motivation having the strongest influence (β = 0.626, p < .001), followed by emotional motivation (β = 0.245, p < .001). The model could explain 71.0% of the variance in purchase intention (R² = .710).