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Comparing Electric Vehicle Adoption Intentions Across Vehicle Types in Thailand: An Extended UTAUT2 Model with Government Participation

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  • Champahom, Thanapong
  • Wisutwattanasak, Panuwat
  • Chonsalasin, Dissakoon
  • Se, Chamroeun
  • Jomnonkwao, Sajjakaj
  • Ratanavaraha, Vatanavongs

Abstract

Despite Thailand's ambitious goal to transform 30% of its total automotive production to electric vehicles (EVs) by 2030, the adoption rate remains low due to various segment-specific barriers. This study investigates the factors influencing EV adoption intentions across different vehicle segments in Thailand by integrating the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with government participation factors. Using data from 3770 respondents across five regions, the study employs structural equation modeling to analyze adoption patterns among passenger cars, pick-up trucks, and SUVs. The findings reveal distinct adoption patterns across segments: passenger cars are primarily influenced by Price Value (β = 0.262) and Effort Expectancy (β = 0.179); pick-up trucks show strong Performance Expectancy effects (β = 0.504) but negative Social Influence (β = −0.366); and SUVs demonstrate the strongest Performance Expectancy impact (β = 0.699) with a notable negative Price Value effect (β = −0.386). Government participation maintains consistent positive influence across all segments (β ranging from 0.101 to 0.153). Based on these findings, the study recommends a three-phase policy implementation framework emphasizing segment-specific approaches: urban-centric initiatives for passenger cars, commercial viability focus for pick-up trucks, and premium service emphasis for SUVs. This research contributes to EV adoption literature by demonstrating how adoption factors vary significantly across vehicle segments in emerging markets, challenging the one-size-fits-all approach to EV promotion. The findings provide valuable insights for policymakers and manufacturers in tailoring their strategies to different vehicle segments, particularly in emerging markets.

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  • Champahom, Thanapong & Wisutwattanasak, Panuwat & Chonsalasin, Dissakoon & Se, Chamroeun & Jomnonkwao, Sajjakaj & Ratanavaraha, Vatanavongs, 2025. "Comparing Electric Vehicle Adoption Intentions Across Vehicle Types in Thailand: An Extended UTAUT2 Model with Government Participation," Transport Policy, Elsevier, vol. 163(C), pages 408-435.
  • Handle: RePEc:eee:trapol:v:163:y:2025:i:c:p:408-435
    DOI: 10.1016/j.tranpol.2025.01.033
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