Green transportation: Factors affecting perceived value and purchase intention towards electric motorcycles of consumers in the Mekong Delta
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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.
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.
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