The impact of gender on consumer buying decision process towards online shopping : a study of Thai consumers

Name: Dare Oluwatobi Adekoya

keyword: Electric Vehicles

ThaSH: Electric automobiles

Classification :.DDC: 658.8

; Green Product Adoption

ThaSH: Marketing

; Consumer Behavior

ThaSH: Marketing research

; Technology Acceptance Model

ThaSH: Green technology

; EV Adoption in Thailand

ThaSH: Green technology -- Technological innovations

ThaSH: Marketing -- Decision making

ThaSH: Consumer behavior

Abstract: This study investigated the drivers of green product adoption in Bangkok, Thailand, focusing on electric vehicle (EV) adoption. The transition to EVs was seen as crucial for reducing carbon emissions and promoting environmental sustainability. This was especially important due to growing urbanization and air quality concerns in Thailand. The research explored the impact of product information availability, persuasive advertising, and the Technology Acceptance Model (TAM) on consumer decision-making. The study aimed to assess how product information availability, persuasive advertising, and technology acceptance model influenced consumer attitudes toward EVs. It also analyzed how these factors, along with TAM, affected decision-making regarding EV adoption. Additionally, the study sought to develop a model that integrated these elements to promote EV adoption in Bangkok, Thailand. Data were collected from 901 respondents with experience in driving, purchasing, or researching EVs. The data were analyzed using Confirmatory Factor Analysis (CFA), multiple linear regression, path analysis, and Structural Equation Modeling (SEM), employing SPSS version 27.0 and AMOS version 24.0. The results showed several significant findings. Product Information Availability positively influenced Consumer Decision Making (β = 0.415***). Persuasive Advertising also had a positive impact on decision-making (β = 0.502***). Both factors affected decision-making through key TAM constructs. Product Information Availability influenced decision-making through Perceived Usefulness (β = 0.594***), Perceived Ease of Use (β = 0.581***), and Perceived Risk (β = 0.448***). Persuasive Advertising affected decision-making through Perceived Usefulness (β = 0.689***), Perceived Ease of Use (β = 0.685***), and Perceived Risk (β = 0.503***). These findings highlighted the importance of clear, accessible information and targeted advertising in shaping consumer attitudes toward EV adoption in Thailand. The study provided valuable insights for academia, businesses, and policymakers. It highlighted the need for effective marketing, consumer education, and collaboration in developing EV infrastructure. The research also advocated for policies that incentivized EV adoption and expanded charging infrastructure, drawing on successful models from countries like Norway and China.

Siam University. Library and Information Resource Center

Address: BANGKOK

Email: library@siam.edu

Name: Suthep Duangchinda

Role: Advisor

Created: 2567

Modified: 2568-07-15

Issued: 2025-07-15

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Doctor of Business Administration (D.B.A.)

Level: Doctoral Degree

Descipline: Marketing

Grantor: มหาวิทยาลัยสยาม

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