THE INFLUENCE OF PERCEIVED VALUES ON THAI CONSUMERS' INTENTION TO PURCHASE ELECTRIC VEHICLES: อทธพลของปจจยการรบรคณคาทมผลตอความตงใจซอรถยนตไฟฟาของผบรโภคในประเทศไทย

This research aims to: 1) examine the influence of perceived values (economic value, environmental value and functional value) on attitudes towards electric vehicles (EVs), 2) examine the influence of perceived values (economic value, environmental value and functional value) on purchase intention of EVs, and 3) test the mediating role of attitude in the relationship between perceived values and purchase intention of EVs. This study surveyed 272 consumers across Thailand using a questionnaire. Respondents were individuals familiar with EVs, either intending to purchase or having already bought one, using non-probability quota sampling. Data were analyzed using partial least squares structural equation modeling. The results reveal that: 1) economic value, environmental value, and functional value have a direct influence on attitude towards EVs, 2) functional value and attitude towards EVs have a direct influence on purchase intention of EVs, and 3) attitude towards EVs plays a mediating role, both fully and partially, in the relationship between perceived values and purchase intention of EVs. Academically, this research contributes to the study of value in functional and non-functional dimensions, as well as expanding knowledge about perceived value in the context of eco-friendly technologies. Practically, this research provides guidance for EV manufacturers who need to present value that consumers can recognize, which will impact future EV purchase decisions.