A STUDY ON THE IMPACT OF CONSUME INNOVATIVENESS TO PURCHASE INTENTION OF BATTERY ELECTRIC CAR IN THAILAND

Abstract

          The purpose of this paper is to develop and empirically test a conceptual model to establish how consumer innovativeness can be used as a variable to positively impact to purchase intention of battery electric car in Thailand. The literature concerning consumer innovativeness and the theory of planned behavior reviewed to develop a conceptual model. The impact of consumer innovativeness has been empirically validated by Partial Least Squares Structural Equation Modeling (PLS-SEM) using a sample of 481 of car users in Thailand. Results reveal that consumer innovativeness which is a key construct has both direct and indirect impact on purchase intention of battery electric car in Thailand through attitude toward battery electric car and subject norm to purchase intention. There is a lack of studies which connect consumer innovativeness and the theory of planned behavior context especially in Thailand scenario. The results expand one’s knowledge on this relationship, propounding interesting empirical evidence of the model among consumer innovativeness and the theory of planned behavior.