Brand Equity Influence the Decision Using Electric Vehicle Charging Station of the Provincial Electricity Authority in Thailand
Keywords:
Electric Vehicle Charging Stations, Provincial Electricity Authority (PEA), Brand Equity, consumer behavior analysisAbstract
This research aims to investigate brand equity and consumer behavior factors influencing the decision to use electric vehicle (EV) charging stations provided by the Provincial Electricity Authority (PEA) in Thailand. A quantitative research approach was employed, using an online questionnaire as the primary data collection instrument. The sample consisted of 415 Thai consumers aged between 21 and 60 years who have the decision-making power to use EV charging services. Non-probability sampling method with purposive sampling and voluntary response sampling were applied. Descriptive statistics, including frequency distribution, percentage, mean, and standard deviation. Inferential statistics were used alongside such as T-Test, Analysis of Variance: ANOVA, and Multiple Regression Analysis to examine the relationship between independent and dependent variables. Model fit was assessed using R‑squared values from the multiple regression analysis. The results indicated that brand equity and consumer behavior significantly influenced the decision to use PEA’s EV charging stations in Thailand at the statistical significance level of 0.001 were Perceived Behavioral Control and Attitude Toward the Behavior. At the 0.01 significance level were found Other Proprietary Brand Assets, while at the 0.05 significance level were Brand Association and Subjective Norm.
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