การประชุมวิชาการระดับชาติ ครั้งที่ 16
มหาวิทยาลัยราชภัฏนครปฐม

Research on Factors affecting people's decision to buy electric vehicles in Nakhon Pathom province It has two objectives: 1) to compare people's decision to buy an electric car in Nakhon Pathom province; 2) To study the adoption of technology that affects people's decision to buy an electric vehicle in Nakhon Pathom province 3) To study the market mix factors that affect people's decision to buy an electric vehicle in Nakhon Pathom province. Data were collected from 400 samples of the population in Nakhon Pathom province by selecting samples according to convenience. The statistics used include: Percentage, mean, standard deviation Independent t - test, one-way Analysis of variance and Multiple regression analysis. 

The results showed that: 

1. Comparison of EV purchasing decisions When classified by personal factors, it was found that there was a statistically significant difference in occupation and average monthly income.

            2. Acceptance of technology that affects people's decision to buy electric vehicles in Nakhon Pathom province It was found that the factors that affect include: In terms of intention to use (b=0.27), perceived ease (b=0.14), and perceived usefulness (b=0.09), respectively, the variables had 36 percent predictive power and can write equations. as follows

            Y_tot=2.14**+-0.09X₁*+0.14X₂**+0.27X₃**

            3. Market mix factors affecting people's decision to buy an electric vehicle in Nakhon Pathom were found to be price (b=0.23), product (b=0.18), marketing promotion (b=0.15), and distribution channels (b=0.13) respectively, and the variables had 53 percent predictive power and can write equations. as follows          Y_tot=1.28**+0.18X₄**+-0.23X₅**+0.13X₆**+0.15X₇**