| Title: | The impact of gender on consumer buying decision process towards online shopping: a study of Thai consumers |
| Author: | Mr. Dare Oluwatobi Adekoya |
| Advisor: | ดร.สุเทพ ดวงจินดา – Dr. Suthep Duangchinda |
| Degree: | บริหารธุรกิจดุษฎีบัณฑิต สาขาวิชาการตลาด – Doctor of Business Administration Program in Marketing |
| Major: | บธ.ด. การตลาด – D.B.A. Marketing |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2567 (2024) |
| Published: | ตีพิมพ์ในวารสาร (Journal Name) International Journal of Business Performance Management Vol.25 No.1 pp.128-146 Click |
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.
Keywords: Keywords: Electric Vehicles, Green Product Adoption, Consumer Behavior, Technology Acceptance Model, EV Adoption in Thailand
6219312002 Mr. Dare Oluwatobi Adekoya, Advisor: ดร.สุเทพ ดวงจินดา – Dr. Suthep Duangchinda, บทความ (Paper), The impact of gender on consumer buying decision process towards online shopping: a study of Thai consumers, ตีพิมพ์ในวารสาร (Journal Name), International Journal of Business Performance Management, ปริญญาเอก (Doctorate Degree), บัณฑิตวิทยาลัย (Graduate School), บริหารธุรกิจดุษฎีบัณฑิต สาขาวิชาการตลาด – Doctor of Business Administration Program in Marketing, บธ.ด. การตลาด – D.B.A. Marketing, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย