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Communication Innovation in Automotive Business That Influences Consumers' Decision to Purchase Electric Vehicles in Bangkok |
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| รหัสดีโอไอ | |
| Creator | Chanatat Patamabuwadl |
| Title | Communication Innovation in Automotive Business That Influences Consumers' Decision to Purchase Electric Vehicles in Bangkok |
| Publisher | DR.KET INSTITUTE OF ACADEMIC DEVELOPMENT AND PROMOTION |
| Publication Year | 2568 |
| Journal Title | Journal of Social Sciences Innovations |
| Journal Vol. | 2 |
| Journal No. | 1 |
| Page no. | 18-31 |
| Keyword | Communication Innovation, Acceptance of innovation and technology, Decision-making behavior of purchasing electric vehicles |
| URL Website | https://so13.tci-thaijo.org/index.php/jssi/about |
| Website title | https://so13.tci-thaijo.org/index.php/jssi/about |
| ISSN | 3057-0948 |
| Abstract | The research on Communication Innovation of automotive business that influences consumers' decision to purchase electric vehicles in Bangkok. To study the exposure to communication innovations and acceptance of innovations and technologies that affect the decision to purchase electric vehicles. The sample group used in the research was 385 consumers in Bangkok, using a questionnaire to collect data. Statistics used in data analysis include percentages, averages.The research results found that Most of the personnel were female, aged 31-40 years, married, a monthly income ranging from 30,001 - 40,000 baht, employees of private companies, family sizes of 3-4 people, and had overall media exposure behavior. at a high level and overall consumer acceptance of innovation and technology is at a high level. Electric vehicle purchasing behavior for convenience in traveling. People involved in decision making are family members. The price of the electric car purchased is less than 500,000 baht. The number of electric cars to be purchased this time is only 1 car. Place of purchase through the dealer. Method of purchase, installment payment. |
