From the Voice of Thai User: Exploring the Influence of Battery Electric Vehicles’ User Experience and Its Antecedents on Willingness to Recommend
Keywords:
Overall Quality of Battery Electric Vehicles (BEVQUAL), Battery Electric Vehicle User Experience (BEVUX), Continuance Use Intention, Willingness to RecommendAbstract
Background and Objectives: Between 2022 and 2025, the number of battery electric vehicle (BEV) users in Thailand significantly increased, with the average annual growth rate of BEV registrations as high as 524.2%. The Thai government has continuously supported the expansion of the electric vehicle industry through various policies, including encouraging both domestic and foreign investments in establishing local manufacturing bases, providing subsidies to support the purchase of electric vehicles, and implementing reductions in import duties and excise taxes. These measures aim to encourage Thai consumers to transition toward greater adoption of green energy in the transportation sector. The present study thus aimed to investigate the influence of battery electric vehicle user experience (BEVUX) and BEVs’ quality (BEVQUAL) affecting willingness to recommend.
Methodology: The study employed a quantitative research approach. Data were collected through an online questionnaire administered to BEV users in Thailand, aged 20 years and above, with a total sample size of 845 respondents. The statistical techniques used for data analysis included frequency and percentage, while structural equation modeling (SEM) was employed to analyze the causal relationships among the variables. A quantitative research design utilizing AMOS, which is particularly well-suited for analyzing complex structural models with multiples constructs, was used.
Main Results: 1) BEVQUAL exhibited a direct positive influence on BEVUX (β= 0.94, p < .001); 2) BEVUX exhibited a direct positive influence on continuance use intention (β= 0.76, p < .001); 3) Continuance use intention possessed a direct positive influence on willingness to recommend (β= 0.54, p < .001); 4) BEVUX exhibited a direct positive influence on willingness to recommend (β= 0.27, p < .01); 5) BEVQUAL exhibited a positive indirect influence on continuance use intention, mediated through BEVUX (β= 0.71, p < .001); 6) BEVQUAL had a positive indirect influence on willingness to recommend, mediated through BEVUX and continuance use intention (β= 0.65, p < .001); and 7) BEVUX possessed a positive indirect influence on willingness to recommend, mediated through continuance use intention (β= 0.41, p < .001).
Conclusions: BEVQUAL, BEVUX, and continuance use intention exerted both direct and indirect influences on willingness to recommend. The structural model demonstrated consistency and good fit with the empirical data.
Practical Application: The findings of the study can be utilized as useful information for manufacturers and distributors of BEV to further improve the research and development of electric vehicle technologies, strengthen consumer confidence in after-sales services, and deliver positive user experience. As a result, users may be more willing to confidently and positively share their experiences of using BEV with others through word-of-mouth communication.
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