Sustainable Mobility Futures: The Roles of Perceived Value, Attitude, and Country-of-Origin Image in Chinese EV Purchase Intentions in Thailand
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Abstract
Thailand has emerged as a major electric vehicle (EV) hub in Southeast Asia, with Chinese brands dominating over 70% of the market share in 2024. However, limited research has examined how Thai consumers perceive the multidimensional values of Chinese EVs and how these perceptions influence purchase intention. This study investigates the effects of functional, economic, and environmental values on consumer attitude and purchase intention toward Chinese EVs. Attitude is proposed as a mediator, while country-of-origin image serves as a moderator. A quantitative survey was conducted with 550 Thai consumers, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that functional, economic, and environmental values have significant positive effects on attitude, which in turn strongly predicts purchase intention. Attitude fully mediates the relationships between all three perceived value dimensions and purchase intention. Additionally, country-of-origin image significantly moderates the relationships between perceived values and attitude. These findings contribute to the literature on perceived value and consumer behavior in emerging markets by integrating consumption values theory with the theory of planned behavior in the ASEAN context. Practical implications are provided for Chinese EV manufacturers and Thai policymakers to enhance sustainable EV adoption in Thailand.
Keywords
Abstract
Thailand has emerged as a major electric vehicle (EV) hub in Southeast Asia, with Chinese brands dominating over 70% of the market share in 2024. However, limited research has examined how Thai consumers perceive the multidimensional values of Chinese EVs and how these perceptions influence purchase intention. This study investigates the effects of functional, economic, and environmental values on consumer attitude and purchase intention toward Chinese EVs. Attitude is proposed as a mediator, while country-of-origin image serves as a moderator. A quantitative survey was conducted with 550 Thai consumers, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that functional, economic, and environmental values have significant positive effects on attitude, which in turn strongly predicts purchase intention. Attitude fully mediates the relationships between all three perceived value dimensions and purchase intention. Additionally, country-of-origin image significantly moderates the relationships between perceived values and attitude. These findings contribute to the literature on perceived value and consumer behavior in emerging markets by integrating consumption values theory with the theory of planned behavior in the ASEAN context. Practical implications are provided for Chinese EV manufacturers and Thai policymakers to enhance sustainable EV adoption in Thailand.
