A Causal Relationship Model of Factors Effect Towards Purchase of The Electric Vehicle of People in Bangkok

Abstract

This research aims to develop the causal relationship of factors effect towards purchase of the electric vehicle of people in Bangkok and to test the congruence of the causal relationship of factors effect towards purchase of the electric vehicle of people in Bangkok through developed with empirical data. The data collected by questionnaires from 160 respondents who general people had knowledge of electric vehicles in Bangkok. The research sampling was convenience sampling. The index of item-objective congruence (IOC) was 0.726 and reliability value of 0.884. The result of study reveals that (1) the causal relationship model developed by the researcher was congruent with the empirical data c² = 279.51, df = 204, c²/df = 1.370, P-value = 0.0648, RMR = 0.018, GFI = 0.935, RMSEA = 0.032 and CFI = 0.976; shows that The statistical value of the model congruence of the causal relationship of factors effect towards purchase of the electric vehicle of people in Bangkok through developed by the researcher with the empirical data, which was according to the assumption. And (2) the latent variable which was the most of influence to purchase of the electric vehicle of people in Bangkok; integrated marketing communications, secondly was the subjective norm. The variable which had the least overall influence to purchase of the electric vehicle of people in Bangkok was attitude with the coefficient influence at 0.84, 0.83 and 0.36 statistical, respectively. In a meanwhile, the subjective norm received the most direct influence from the integrated marketing communications, secondly was attitude with the coefficient influence at 0.74 and 0.12 statistical, respectively. And found that the attitude received direct influence from the integrated marketing communications variable at 0.76 of coefficient influence.