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Influences of Reliability and Innovation as an Intermediate Variable that Connected the Marketing Mix with The Decision to Buy an Electric Vehicle (EV) Car of People in Bangkok |
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| รหัสดีโอไอ | |
| Creator | Arin Na Ranong |
| Title | Influences of Reliability and Innovation as an Intermediate Variable that Connected the Marketing Mix with The Decision to Buy an Electric Vehicle (EV) Car of People in Bangkok |
| Publisher | Doctor of Philosophy in Social Sciences Association Ramkhamhaeng University |
| Publication Year | 2569 |
| Journal Title | Ph.D. in Social Sciences Journal |
| Journal Vol. | 16 |
| Journal No. | 2 |
| Page no. | e280720 |
| Keyword | Marketing Mix, Trust, Innovation Acceptance as a Decision to Buy, Electric Passenger Car (EV) |
| URL Website | https://so05.tci-thaijo.org/index.php/phdssj |
| ISSN | 2985-0037 |
| Abstract | This research article aims to study (1) the levels of marketing mix, Trust, innovation acceptance, and the decision to purchase electric passenger vehicles (EVs); and (2) the role of Trust and innovation acceptance as mediating variables linking the marketing mix to purchase decisions. This quantitative study involved a sample of 500 consumers. The sampling method used was purposive sampling. The research instrument was a questionnaire, and data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS program.Findings are as follows: that all variables were rated at a high level: marketing mix (M = 3.90, SD = 0.891), Trust (M = 3.91, SD = 0.888), innovation acceptance (M = 3.92, SD = 0.845), and purchase decision (M = 3.82, SD = 0.910). The model analysis indicated that the marketing mix had a direct influence on Trust (β = .876, p < .001) and innovation acceptance (β = .791, p < .001). Trust (β = .297, p < .001) and innovation acceptance (β = .368, p < .001) also had a direct influence on purchase decision. Moreover, the marketing mix had an indirect influence on purchase decision through Trust and innovation acceptance, with statistically significant values (p < .05), highlighting the role of mediating variables in explaining EV consumer behavior. |
