Investigating the influential factors shaping Chinese new energy vehicle purchase intentions: evidence from Bangkok, Thailand

Information from the abstract

Abstract Thailand’s transition toward low-carbon mobility and pursuit of carbon neutrality have accelerated the adoption of new energy vehicles (NEVs), particularly those manufactured by Chinese companies. This study examines the factors influencing Thai consumers’ purchase intention toward Chinese-brand NEVs in a real market setting. Specifically, this research examines how perceived price value, performance expectancy, and environmental performance influence consumer attitudes and purchase intention. A cross-sectional quantitative design was adopted, and data were collected through a structured questionnaire administered at the 45th Bangkok International Motor Show and 27 automotive 4S dealerships across Bangkok, yielding 400 valid responses. Partial least squares structural equation modeling (PLS-SEM) was applied to evaluate the measurement and structural models. The findings show that perceived price value, performance expectancy, and environmental performance have significant positive effects on attitudes toward Chinese-brand NEVs, and that attitude serves as a strong predictor of purchase intention. The model explains 77.3% of the variance in attitude and 80.6% of the variance in purchase intention, indicating strong explanatory power. The findings suggest that competitive pricing, reliable performance, and clear communication of environmental benefits are essential to strengthening local acceptance of Chinese-brand NEVs. Moreover, they highlight the importance of structural support, particularly government incentives and adequate charging infrastructure, in fostering consumer adoption. These results offer practical insights for automakers seeking to expand market presence and for policymakers promoting the transition to cleaner transportation systems.

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Related topics: Electric Vehicles and Infrastructure · Energy, Environment, and Transportation Policies · Transportation and Mobility Innovations