Nguyễn Thị Vân Anh , Cao Thị Thuỳ Dương , Nguyễn Ánh Minh , Nguyễn Ngọc Trí Nguyễn Đinh Yến Oanh *

* Tác giả liên hệ (ndyoanh@ctu.edu.vn)

Abstract

This research analyzes the impact of product characteristics (ownership cost, perceived quality, design style, charging time), brand reputation, and social influence on perceived value, which in turn influences consumers’ purchase intention toward electric motorcycles. The study collected data from 245 consumers in the Mekong Delta region and employed PLS-SEM (Partial Least Square – Structural Equation Modeling) to test the hypothesis. Findings indicate that perceived quality, design style, brand reputation, and social influence positively affect perceived value, and perceived value plays a crucial role in driving the intention to purchase electric motorcycles. The study also reveals that ownership cost and charging time do not impact consumers’ perceived value. The current research contributes to the theoretical understanding of consumer behavior towards green transportation; furthermore, it provides managerial implications for electric motorcycle manufacturers and managers to enhance consumers’ intention to purchase electric motorcycles.

Keywords: Brand reputation, electric motorcycles, perceived value, product characteristics, purchase intention, social influence

Tóm tắt

Nghiên cứu này phân tích tác động của các nhân tố về đặc điểm  sản phẩm (chi phí sở hữu, chất lượng cảm nhận, kiểu dáng thiết kế, thời gian sạc pin), danh tiếng thương hiệu, và ảnh hưởng xã hội đến giá trị cảm nhận, từ đó đánh giá ảnh hưởng của giá trị cảm nhận đến ý định mua xe máy điện của người tiêu dùng tại đồng bằng sông Cửu Long. Kết quả phân tích PLS-SEM (Partial Least Square – Structural Equation Modeling) dữ liệu khảo sát từ 245 người dân cho thấy, chất lượng cảm nhận, kiểu dáng thiết kế, danh tiếng thương hiệu và ảnh hưởng xã hội có tác động tích cực đến giá trị cảm nhận; giá trị cảm nhận thúc đẩy ý định mua xe máy điện. Song, chi phí sở hữu, thời gian sạc pin không ảnh hưởng đến giá trị cảm nhận. Kết quả nghiên cứu đóng góp vào cơ sở học thuật về hành vi người tiêu dùng đối với các phương tiện di chuyển xanh; đề xuất hàm ý quản trị cho các nhà quản lý, nhà sản xuất xe máy điện nhằm thúc đẩy ý định mua xe máy điện của người tiêu dùng.

Từ khóa: Ảnh hưởng xã hội, danh tiếng thương hiệu, đặc điểm sản phẩm, giá trị cảm nhận, xe máy điện, ý định mua

Article Details

Tài liệu tham khảo

Ahmadi, A., & Ataei, A. (2022). Emotional attachment: a bridge between brand reputation and brand advocacy. Asia-Pacific Journal of Business Administration, 16(1), 1–20. https://doi.org/10.1108/apjba-11-2021-0579

Alganad, A. M. N., Isa, N. M., & Fauzi, W. I. M. (2023). Why people do not purchase green cars in Malaysia: The influence of consumption values on consumers’ attitude towards green cars. Case Studies on Transport Policy, 12, 101007. https://doi.org/10.1016/j.cstp.2023.101007

Asadi, S., Nilashi, M., Samad, S., Abdullah, R., Mahmoud, M., Alkinani, M. H., & Yadegaridehkordi, E. (2020). Factors Impacting Consumers’ Intention toward Adoption of Electric Vehicles in Malaysia. Journal of Cleaner Production, 282, 124474. https://doi.org/10,1016/j.jclepro.2020,124474

Axsen, J., Orlebar, C., & Skippon, S. (2013). Social influence and consumer preference formation for pro-environmental technology: The case of a U.K. workplace electric-vehicle study. Ecological Economics, 95, 96–107. https://doi.org/10,1016/j.ecolecon.2013.08.009

Biswas, A., & Roy, M. (2015). Leveraging factors for sustained green consumption behavior based on consumption value perceptions: testing the structural model. Journal of Cleaner Production, 95, 332–340. https://doi.org/10.1016/j.jclepro.2015.02.042

Blijlevens, J., Thurgood, C., Hekkert, P., Chen, L., Leder, H., & Whitfield, T. W. A. (2017). The Aesthetic Pleasure in Design Scale: The development of a scale to measure aesthetic pleasure for designed artifacts. Psychology of Aesthetics, Creativity, and the Arts, 11(1), 86–98. https://doi.org/10,1037/aca0000098

Bloch, P., Brunel, F. F., & Arnold, T. J. (2003). Individual differences in the centrality of visual product aesthetics: concept and measurement. Journal of Consumer Research, 29(4), 551–565. https://doi.org/10,1086/346250

Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36(2), 171–186. https://doi.org/10.1177/002224379903600203

Brown, T. J., & Dacin, P. A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61(1), 68-84. https://doi.org/10.1177/002224299706100106

Bubeck, S., Tomaschek, J., & Fahl, U. (2016). Perspectives of electric mobility: Total cost of ownership of electric vehicles in Germany. Transport Policy, 50, 63–77. https://doi.org/10.1016/j.tranpol.2016.05.012

Byun, H., Shin, J., & Lee, C. (2018). Using a discrete choice experiment to predict the penetration possibility of environmentally friendly vehicles. Energy, 144, 312–321. https://doi.org/10.1016/j.energy.2017.12.035

Chen, Q., Huang, R., & Hou, B. (2020). Perceived authenticity of traditional branded restaurants (China): impacts on perceived quality, perceived value, and behavioural intentions. Current Issues in Tourism, 23(23), 2950-2971. https://doi.org/10.1080/13683500.2020.1776687

Chéron, E., & Zins, M. (1997). Electric vehicle purchasing intentions: The concern over battery charge duration. Transportation Research. Part a, Policy and Practice, 31(3), 235–243. https://doi.org/10.1016/s0965-8564(96)00018-3

Choi, L., & Burnham, T. (2021). Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking. Journal of Product & Brand Management, 30(4), 565-578. https://doi.org/10.1108/JPBM-12-2019-2670

Cheung, R., Lam, A. Y., & Lau, M. M. (2015). Drivers of green product adoption: the role of green perceived value, green trust and perceived quality. Journal of Global Scholars of Marketing Science, 25(3), 232-245. http://dx.doi.org/10.1080/21639159.2015.1041781

Daina, N., Polak, J. W., & Sivakumar, A. (2015). Patent and Latent Predictors of Electric Vehicle Charging Behavior. Transportation Research Record: Journal of the Transportation Research Board, 2502(1), 116–123. https://doi.org/10,3141/2502-14

Dekhili, S., & Achabou, M. A. (2015). The influence of the country-of-origin ecological image on ecolabelled product evaluation: An experimental approach to the case of the European ecolabel. Journal of Business Ethics, 131, 89-106. https://doi.org/10.1007/s10551-014-2261-1

Đài truyền hình Việt Nam. (2017). ĐBSCL - 1 trong 3 đồng bằng chịu ảnh hưởng biến đổi khí hậu nặng nề nhất trên thế giới. https://vtv.vn/van-de-hom-nay/dbscl-1-trong-3-dong-bang-chiu-anh-huong-bien-doi-khi-hau-nang-ne-nhat-tren-the-gioi-20171120234847844.htm

Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55-75. https://doi.org/10.1002/dir.20061

Franke, T., & Krems, J. F. (2013). What drives range preferences in electric vehicle users? Transport Policy, 30, 56–62. https://doi.org/10.1016/j.tranpol.2013.07.005

Gardner, D. M. (1971). Is There a Generalized Price-Quality Relationship? Journal of Marketing Research, 8(2), 241–243. https://doi.org/10.1177/002224377100800216

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2006). Multivariate data analysis. Pearson Education.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/ebr-11-2018-0203

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Thousand Oaks: Sage.

Han, L., Wang, S., Zhao, D., & Li, J. (2017). The intention to adopt electric vehicles: Driven by functional and non-functional values. Transportation Research Part A: Policy and Practice, 103, 185–197. https://doi.org/10,1016/j.tra.2017.05.033

Han, M. S., Hampson, D. P., Wang, Y., & Wang, H. (2022). Consumer confidence and green purchase intention: An application of the stimulus-organism-response model. Journal of Retailing and Consumer Services, 68, 103061. https://doi.org/10.1016/j.jretconser.2022.103061

Hansen, H., Samuelsen, B. M., & Silseth, P. R. (2008). Customer perceived value in B-t-B service relationships: Investigating the importance of corporate reputation. Industrial Marketing Management, 37(2), 206–217. https://doi.org/10.1016/j.indmarman.2006.09.001

Haustein, S., & Jensen, A. F. (2018). Factors of electric vehicle adoption: A comparison of conventional and electric car users based on an extended theory of planned behavior. International Journal of Sustainable Transportation, 12(7), 484–496. https://doi.org/10.1080/15568318.2017.1398790

He, L., Lin, M., Liang, S., Geng, L., & Chen, Z. (2024). Which aesthetics works, classical or expressive? How and when aesthetic appearance enhances green consumption. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-12-2023-1214

He, X., & Zhan, W. (2018). How to activate moral norm to adopt electric vehicles in China? An empirical study based on extended norm activation theory. Journal of Cleaner Production, 172(1), 3546–3556. https://doi.org/10,1016/j.jclepro.2017.05.088

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
https://doi.org/10.1007/s11747-014-0403-8

Herbig, P., & Milewicz, J. (1993). The relationship of reputation and credibility to brand success. Journal of Consumer Marketing, 10(3), 18–24. https://doi.org/10.1108/eum0000000002601

Hu, H., Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. Service Industries Journal, 29(2), 111–125. https://doi.org/10.1080/02642060802292932

Hu, X., Zhou, R., Wang, S., Gao, L., & Zhu, Z. (2023). Consumers’ value perception and intention to purchase electric vehicles: A benefit-risk analysis. Research in Transportation Business & Management, 49, 101004. https://doi.org/10,1016/j.rtbm.2023.101004

International Energy Agency. (2023). Electricity Market Report 2023 – Analysis. https://www.iea.org/reports/electricity-market-report-2023

Irfan, M., & Ahmad, M. (2021). Relating consumers’ information and willingness to buy electric vehicles: Does personality matter? Transportation Research Part D: Transport and Environment, 100, 103049. https://doi.org/10,1016/j.trd.2021.103049

Jacoby, J., Olson, J. C., & Haddock, R. A. (1971). Price, brand name, and product composition characteristics as determinants of perceived quality. Journal of Applied Psychology, 55(6), 570–579. https://doi.org/10.1037/h0032045

Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. https://doi.org/10.1177/002200275800200106

Kim, M.-K., Oh, J., Park, J.-H., & Joo, C. (2018). Perceived value and adoption intention for electric vehicles in Korea: Moderating effects of environmental traits and government supports. Energy, 159, 799–809. https://doi.org/10,1016/j.energy.2018.06.064

Kumar, M., & Noble, C. H. (2016). Beyond form and function: Why do consumers value product design? Journal of Business Research, 69(2), 613–620. https://doi.org/10,1016/j.jbusres.2015.05.017

Lavuri, R., Roubaud, D., & Grebinevych, O. (2023). Sustainable consumption behaviour: Mediating role of pro-environment self-identity, attitude, and moderation role of environmental protection emotion. Journal of Environmental Management, 347, 119106. https://doi.org/10.1016/j.jenvman.2023.119106

Lebeau, K., Van Mierlo, J., Lebeau, P., Mairesse, O., & Macharis, C. (2013). Consumer attitudes towards battery electric vehicles: a large-scale survey. International Journal of Electric and Hybrid Vehicles (Print), 5(1), 28-41. https://doi.org/10.1504/ijehv.2013.053466

Liébana-Cabanillas, F., Marinkovic, V., De Luna, I. R., & Kalinic, Z. (2018). Predicting the determinants of mobile payment acceptance: A hybrid SEM-neural network approach. Technological Forecasting & Social Change, 129, 117–130. https://doi.org/10.1016/j.techfore.2017.12.015

Lin, R., & Wang, P. (2022). Intention to perform eco-driving and acceptance of eco-driving system. Transportation Research Part A: Policy and Practice, 166, 444–459. https://doi.org/10,1016/j.tra.2022.10,017

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.

Miao, R., Xu, F., Zhang, K., & Jiang, Z. (2014). Development of a multi-scale model for customer perceived value of electric vehicles. International Journal of Production Research, 52(16), 4820–4834. https://doi.org/10.1080/00207543.2014.890757

Monroe, K. B., & Internet Archive. (1979). Pricing: making profitable decisions. New York: McGraw-Hill.

Mudambi, S. M., Doyle, P., & Wong, V. (1997). An exploration of branding in industrial markets. Industrial Marketing Management, 26(5), 433–446. https://doi.org/10.1016/s0019-8501(96)00151-4

Munro, P. J., Kapitan, S., & Wooliscroft, B. (2023). The sustainable attitude-behavior gap dynamic when shopping at the supermarket: A systematic literature review and framework for future research. Journal of Cleaner Production, 426, 138740–138740. https://doi.org/10.1016/j.jclepro.2023.138740

Nam, P. B., Ngoan, N. T., & Phượng, Đ. M. (2022). Tác động của chính sách đến thị trường xe điện trên thế giới và đề xuất giải pháp phát triển thị trường xe điện cho Việt Nam. Petrovietnam Journal, 7, 28–41. https://doi.org/10,47800/pvj.2022.07-04

Ness, M., Ness, M., Brennan, M., Oughton, E., Ritson, C., & Ruto, E. (2010). Modelling consumer behavioural intentions towards food with implications for marketing quality low-input and organic food. Food Quality and Preference, 21(1), 100–111. https://doi.org/10.1016/j.foodqual.2009.08.012

Pant, S. C., Saxena, R., Gupta, N. K., Yadav, H., AD, S. K., & Pant, D. K. (2024). The organic odyssey: Navigating the influence of attitude on purchase intent, mediated by perceived value, quality, and price in India. Journal of Retailing and Consumer Services, 79, 103801–103801. https://doi.org/10.1016/j.jretconser.2024.103801

Ranjbarian, B., & Pool, J. K. (2015). The impact of perceived quality and value on tourists’ satisfaction and intention to revisit Nowshahr City of Iran. Journal of Quality Assurance in Hospitality & Tourism, 16(1), 103–117. https://doi.org/10.1080/1528008x.2015.966295

Ryoo, Y., & Kim, W. (2023). Price-ethicality association: When price discounts inhibit ethical purchasing. Journal of Business Research, 169, 114242. https://doi.org/10.1016/j.jbusres.2023.114242

Schmalfuß, F., Mühl, K., & Krems, J. F. (2017). Direct experience with battery electric vehicles (BEVs) matters when evaluating vehicle attributes, attitude and purchase intention. Transportation Research. Part F, Traffic Psychology and Behaviour, 46, 47–69. https://doi.org/10.1016/j.trf.2017.01.004

Seasia.co. (2023). Percentage of Motorbike Usage in Southeast Asia, 2023. https://seasia.co/infographic/percentage-of-motorbike-usage-in-southeast-asia-2023

Shapiro, C. (1983). Premiums for High Quality Products as Returns to Reputations. The Quarterly Journal of Economics, 98(4), 659–679. https://doi.org/10.2307/1881782

She, Z.-Y., Sun, Q., Ma, J.-J., & Xie, B.-C. (2017). What are the barriers to widespread adoption of battery electric vehicles? A survey of public perception in Tianjin, China. Transport Policy, 56, 29–40, https://doi.org/10,1016/j.tranpol.2017.03.001

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/10,1016/0148-2963(91)90050-8

Shin, J., Bhat, C. R., You, D., Garikapati, V. M., & Pendyala, R. M. (2015). Consumer preferences and willingness to pay for advanced vehicle technology options and fuel types. Transportation Research. Part C, Emerging Technologies, 60, 511–524. https://doi.org/10.1016/j.trc.2015.10.003

Singh, N., Sinha, N., & Liébana-Cabanillas, F. J. (2020). Determining factors in the adoption and recommendation of mobile wallet services in India: Analysis of the effect of innovativeness, stress to use and social influence. International Journal of Information Management, 50, 191–205. https://doi.org/10.1016/j.ijinfomgt.2019.05.022

Smith, D. C., & Aaker, D. A. (1992). Managing brand equity: capitalizing on the value of a brand name. Journal of Marketing, 56(2), 125. https://doi.org/10.2307/1252048

Sun, K. K., He, S. Y., & Thøgersen, J. (2022). The purchase intention of electric vehicles in Hong Kong, a high-density Asian context, and main differences from a Nordic context. Transport Policy, 128. https://doi.org/10.1016/j.tranpol.2022.09.009

Tan, G. W., & Ooi, K. (2018). Gender and age: Do they really moderate mobile tourism shopping behavior? Telematics and Informatics, 35(6), 1617–1642. https://doi.org/10.1016/j.tele.2018.04.009

Tanrikulu, C. (2021). Theory of consumption values in consumer behaviour research: A review and future research agenda. International Journal of Consumer Studies, 45(6), 1176–1197. https://doi.org/10.1111/ijcs.12687

Thảo, T. T., & Linh, T. K. (2021). Các yếu tố ảnh hưởng đến ý định mua xe máy điện Vinfast của người dân trên địa bàn TP.HCM. Journal of Science and Technology - IUH, 50(02). https://doi.org/10,46242/jst-iuh.v50i08.951

Thủ tướng Chính phủ. (2022). Quyết định phê duyệt Chương trình hành động về chuyển đổi năng lượng xanh, giảm phát thải khí các-bon và khí mê-tan của ngành giao thông vận tải. (Số 867/QĐ-TTg) https://vanban.chinhphu.vn/?pageid=27160vàdocid=206188

Tổng cục Thống kê. (2024). Diện tích, dân số và mật độ dân số phân theo địa phương chia theo Địa phương, Năm và Chỉ tiêu. https://www.gso.gov.vn/px-web-2/?pxid=V0201&theme=D%C3%A2n%20s%E1%BB%91%20v%C3%A0%20lao%20%C4%91%E1%BB%99ng

Upadhyay, N., & Kamble, A. (2023). Examining Indian consumer pro-environment purchase intention of electric vehicles: Perspective of stimulus-organism-response. Technological Forecasting and Social Change, 189, 122344. https://doi.org/10.1016/j.techfore.2023.122344

Veloutsou, C., & Moutinho, L. (2009). Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62(3), 314–322. https://doi.org/10.1016/j.jbusres.2008.05.010

Wei, J., Zhang, L., Yang, R., & Song, M. (2023). A new perspective to promote sustainable low-carbon consumption: The influence of informational incentive and social influence. Journal of Environmental Management, 327, 116848. https://doi.org/10.1016/j.jenvman.2022.116848

World Health Organization. (2024). Climate impacts of air pollution. https://www.who.int/teams/environment-climate-change-and-health/air-quality-energy-and-health/health-impacts/climate-impacts-of-air-pollution

Xu, X., Li, Q., Peng, L., Hsia, T., Huang, C., & Wu, J. (2017). The impact of informational incentives and social influence on consumer behavior during Alibaba’s online shopping carnival. Computers in Human Behavior, 76, 245–254. https://doi.org/10.1016/j.chb.2017.07.018

Xue, Y., Zhang, Y., Wang, Z., Tian, S., Xiong, Q., & Li, L. Q. (2023). Effects of incentive policies on the purchase intention of electric vehicles in China: Psychosocial value and family ownership. Energy Policy, 181, 113732–113732. https://doi.org/10.1016/j.enpol.2023.113732

Yang, Y., & Jianyi, L. (2023). SEM-based Analysis of Factors Influencing the Purchase Intention of Electric Vehicle Consumers. Frontiers in Business, Economics and Management, 9(2), 18–26.
https://doi.org/10.54097/fbem.v9i2.8991

Yoon, E., Guffey, H. J., & Kijewski, V. (1993). The effects of information and company reputation on intentions to buy a business service. Journal of Business Research, 27(3), 215–228. https://doi.org/10.1016/0148-2963(93)90027-m

Zaidi, N., Dixit, S., Maurya, M., & Dharwal, M. (2022). Willingness to pay for green products and factors affecting Buyer’s Behaviour: An empirical study. Materials Today: Proceedings. https://doi.org/10,1016/j.matpr.2021.08.123

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302