Factors influencing purchase intention toward “BYD-Build Your Dream” Electronic Vehicles of office workers in Bangkok.

Abstract

This research studied factors influencing purchase intention toward “BYD” Electronic Vehicles of office workers in Bangkok to analyze significant factors that BYD need to focus on Thailand market segment. This study aims to examine factors influencing purchase intention toward “BYD” Electronic Vehicles of office workers in Bangkok to be the guideline for BYD company in order to achieve selling target and maintain the highest market share in electric vehicles market in Thailand. The theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB) and Theory of PEST analysis were applied to find the preliminary significant factors towards BYD purchase intention. Researcher applied Convenience Sampling Method and Snowball Sampling Method in this study. This study was quantitative research which applied Cronbach’s Alpha, Descriptive Analysis, Correlation Analysis, and Multiple Linear Regression to analyze the level of influencing of independent variables (Attitude, Subjective Norm, Environmental Concern, Government Policy, Charging Infrastructure) to dependent variable (Purchase Intention). The questionnaire has been distributed to people who work in organizations located in Bangkok and are interested in purchasing electronic vehicles in the future and received valid answers from 400 respondents. The result of this study can be summarized that government policy positively impacts charging infrastructure and charging infrastructure also positively impacts purchase intention towards “BYD” Electronic Vehicle. Not only charging infrastructure factors, but the result also indicated that attitude, subjective norm are the factors which showed positively impact towards “BYD” Electronic Vehicle purchase intention. On the other hand, environmental concern and government policy have no significant towards “BYD” Electronic Vehicle. The result of this study can highlight the significantly key point that BYD should consider if BYD would like to maintain the status of Thailand market leading. Moreover, BYD can extend the result of this study to applied with the company strategy, marketing strategy, and stakeholder strategy for increasing BYD competitive advantage.