ปัจจัยส่วนบุคคล ทัศนคติ และส่วนประสมทางการตลาดที่ส่งผลต่อความตั้งใจซื้อ รถยนต์ไฟฟ้าแบตเตอรี่ กรณีศึกษา : Generation Y ในพื้นที่จังหวัดสงขลา

Abstract

The purpose of this research was to study the purchase intentions of battery electric cars of Generation Y. The population in this study was the Generation Y aged 25-42 years old in Songkhla Province, 400 people, using a questionnaire to collect data. data analysis was used the distribution of frequency, percentage, mean and standard deviation. To test the hypothesis, the researcher used Pearson Correlation statistics to prevent multicollinearity problems, T-test, one-way ANOVA, and multiple regression analysis were used to analyze factors affecting purchase intention of battery electric vehicles. The study found that most of the respondents were 236 females. The age of the respondents was 25-30 years old. Most of the respondents had a bachelor's degree or equivalent. Occupation of most respondents employed as a private employee and income of most respondents was 15,001 – 30,000 for gender personal factors. The study found that career and income factors affected the purchase intention of a battery electric vehicle. Males have a higher purchase intent than females. Attitude factors consist of cognition, feeling and behavior affected the purchase intention of battery electric vehicles. Marketing mix factors in terms of products and prices affected the purchase intention of a battery electric vehicle. This research suggests battery electric vehicle entrepreneurs or relevant government agencies. These factors should be considered as a guideline for the development of battery electric vehicles to be able to meet the needs of the Generation Y people so that battery electric cars are more popular.