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Marketing mix factors influencing decision to use electric vehicle charging stations in Nakhon Ratchasima Province |
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| รหัสดีโอไอ | |
| Creator | Ajcharapan Tangjaturasopon |
| Title | Marketing mix factors influencing decision to use electric vehicle charging stations in Nakhon Ratchasima Province |
| Publisher | Business Administration Kasetsart University |
| Publication Year | 2568 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 19 |
| Journal No. | 30 |
| Page no. | 43-58 |
| Keyword | Decision Making, Electric Vehicle Charging Station, Marketing Mix |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB |
| Website title | https://so04.tci-thaijo.org/index.php/KAB |
| ISSN | E-ISSN: 2985-2277 |
| Abstract | The research article aims to: compare the decision-making process of choosing an electric vehicle charging station based on the personal characteristics of private vehicle users, and study the influence of marketing mix factors on personal car users' decision to use electric vehicle charging stations in Nakhon Ratchasima Province. The research involved a sample group of 400 participants, selected through convenient sampling. Data was collected using a questionnaire with a reliability coefficient of 0.861 Statistical analysis was conducted to determine the data using percentages, means, standard deviations, t-test statistics, One-Way Analysis of Variance, Multiple linear Regression, and correlations. The research findings indicated that 1) Personal characteristics, including gender, age, education level, occupation and average monthly income, were not significantly differed in overall decision making on EV charging stations. marketing mix, consist of product, price, place, promotion, process and physical characteristics, have a relationship with the overall decision to use electric vehicle charging stations. The marketing mix that influenced the decision to choose an electric vehicle charging station in general and can be forecasted on three aspects: product, process and physical characteristics. As a result, entrepreneurs need to focus on marketing mix to create competitive advantages and create satisfaction for service users. |
