Driving the Mass Market: How Infrastructure Readiness and User Experience Shape Consumer Valuation of Electric Vehicles in Thailand

Electric vehicles (EVs) are increasingly recognized as a sustainable transportation solution; however, mass-market adoption in Thailand remains limited due to infrastructure constraints, technological complexity, and evolving consumer perceptions. This study examines the effects of charging infrastructure accessibility, perceived ease of use, and psychological driving experience on consumers’ willingness to pay (WTP) for EVs. A quantitative approach was employed using survey data collected from 400 EV users and analyzed through Structural Equation Modeling (SEM). Grounded in the Technology Acceptance Model (TAM) and the Theory of Consumption Values (TCV), the study reveals that charging infrastructure accessibility significantly enhances perceived ease of use, driving experience, and WTP. In addition, perceived ease of use and driving experience positively influence consumers’ financial commitment toward EV adoption and partially mediate the relationship between infrastructure accessibility and WTP. The findings indicate that EV consumer valuation is shaped by both functional infrastructure readiness and psychological user experience. The study contributes to EV consumer behavior literature by integrating cognitive and experiential perspectives and provides practical implications for policymakers and industry stakeholders seeking to accelerate EV adoption in Thailand.