Regional Differences in Car Sharing Adoption: Integrating TAM and TPB in Bangkok and Eastern Economic Corridor, Thailand

This study explores the factors influencing car sharing adoption in Thailand, focusing on regional differences between Bangkok and the Eastern Economic Corridor (EEC).Using an integrated model of the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), data were gathered from 800 respondents through online surveys and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).The findings highlight notable regional distinctions: in Bangkok, perceived physical risk and environmental awareness significantly affect the perceived usefulness of car sharing services, while in the EEC, perceived value plays a critical role.Additionally, subjective norms have a stronger influence in Bangkok, reflecting the city's cultural emphasis on social conformity.In contrast, the industrial nature of the EEC underscores the importance of perceived behavioral control as a key determinant.This study adds to the body of literature by offering insights into regional variations in car sharing adoption and provides practical recommendations for policymakers and service providers to tailor their strategies to different urban settings.