Factors influencing Malaysian consumers’ intention to purchase electric vehicles

• Main Author: Xinyu, Zhu
• Format: Thesis
• Language: English; English
• Published: 2023
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/10931/1/Depositpermission-s830620.pdf; https://etd.uum.edu.my/10931/2/s830620_01.pdf; https://etd.uum.edu.my/10931/
• Institution: Universiti Utara Malaysia

The transition from petrol to electric vehicles (EVs) is a challenge for emerging markets in Malaysia. According to data from the Malaysian Automobile Association (MAA), Malaysian electric vehicle sales in 2022 will be only 2,631 units. By comparison, total vehicle sales nationwide are about 720,000 units. Research related to purchase intention of electric vehicles in Malaysia is still limited. At the same time, there is also a lack of research focusing on attitude as a moderating variable. Hence, the research objective of this paper is to identify the factors that influence Malaysian consumers’ intention to purchase electric vehicles. In order to achieve these goals, this study established a research framework based on the Technology Acceptance Model (TAM), adopted quantitative research methods, conducted a questionnaire survey, and randomly selected 102 participants in Malaysia as a sample to understand the factors that influence consumers' intention to purchase electric vehicles. In this study, survey data were analyzed using IBM SPSS. The analysis results show that both perceived ease of use and perceived usefulness have a positive impact on consumers' intention to purchase electric vehicles. This study also found that consumers' attitudes towards electric vehicles can play a moderating effect in the relationship between perceived usefulness and purchase intention, and between perceived ease of use and purchase intention. According to our survey results, it is necessary to speed up the popularization of electric vehicle knowledge so that more consumers can develop a positive attitude towards electric vehicles, thus changing their perceived usefulness of electric vehicles and thereby increasing their purchase intention. This study, fills the research gap on the moderating effect of consumers’ attitude towards EV. Furthermore, the results of this study can serve as a basis for policy makers to formulate appropriate policies and provide guidance to EV companies targeting Malaysian consumers. For future research in this area, it is suggested that the sample size collected could be expanded to be as representative of the entire Malaysian EV market as possible and keep questionnaire questions up to date with technological trends