Determinants of Electric Motorcycle Purchase Intention Among University Students: An Extended TPB Approach wih Perceived Risk

In light of growing concerns about climate change and the need for sustainable mobility, electric motorcycles have emerged as a viable alternative in densely populated, motorbike-dominated urban areas like Ho Chi Minh City, Vietnam. This study examines the determinants affecting university students' intentions to purchase electric motorcycles by extending the Theory of Planned Behavior (TPB) to incorporate the perceived risk (PR) element. Using data collected from 230 students across five major universities in Ho Chi Minh City, the study employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach to test the proposed model. Results reveal that attitude, subjective norm, and perceived behavioral control-all central constructs of the TPB-positively and significantly influence purchase intention. Notably, subjective norms exert the strongest influence on purchase intention, highlighting the crucial role of social influence, particularly from family and friends, in shaping student decisions. Additionally, perceived risk has a negative impact on all components of the TPB model and directly reduces the intention to purchase. Control variables, including gender, financial status, and household EM ownership, do not show any relevant associations. The findings offer valuable insights for policymakers and manufacturers aiming to accelerate the adoption of electric motorcycles among young consumers in emerging markets.