Technology Acceptance Model (Tam) Study on Electric Vehicle Adoption in Indonesia: The Influence of Perception of Convenience and Benefits with Gender as Moderation

The adoption of electric vehicles (EVs) is gaining global traction due to their environmental benefits and energy efficiency. However, public acceptance remains a significant challenge, especially in developing countries such as Indonesia, where infrastructure and societal perceptions vary. This study aims to analyze the impact of perception of convenience and perception of benefits on the intention to use electric vehicles, with gender as a moderating variable. Using the Technology Acceptance Model (TAM) as a framework, a quantitative survey was conducted with 120 respondents in major Indonesian cities, collecting data through an online questionnaire. The results indicate that both perception of convenience and perception of benefits significantly influence the intention to use electric vehicles, highlighting that ease of operational use and long-term economic benefits are key factors driving adoption. Gender analysis through Multi-Group Analysis (MGA) reveals that perception of convenience is a stronger predictor of adoption among males, while perception of benefits influences both genders equally. These findings suggest that marketing strategies should emphasize operational ease for males and highlight long-term environmental benefits for both genders to enhance EV adoption rates. Additionally, the study underscores the importance of expanding charging infrastructure to strengthen public perceptions of EV convenience. This study contributes valuable insights for policymakers, manufacturers, and marketers in promoting electric vehicle adoption in Indonesia and provides a foundation for future research on demographic factors influencing technology adoption.