#CITY CAR DRIVING 1.4.1 COVERS DRIVERS#
This qualitative study encompasses exploration of the drivers for, barriers to, and support mechanisms involved in making this transition successful. The discussion and implications offer deeper insights for policymakers and marketers on promoting EVs in the direction of future research in the sustainable transportation.Īlthough necessary, there are a large number of complex factors involved in making mass adoption of Battery Electric Vehicles in a developing country like India, a reality. In addition, the findings also confirm that attitude partially mediate the effects of usefulness and ease of use on the adoption intention, however, no mediating effect of attitude has been found between risk and adoption intention.
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All the direct hypotheses were accepted, except the relationship between perceived risk and attitude. The findings reveal that adoption intention for EVs is directly and indirectly influenced by the predictor variables of attitude, perceived usefulness, perceived ease of use, and perceived risk, with the moderation of financial incentives policy.
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The model was empirically tested by structural equation modeling using online survey from Indian respondents. The research model also seeks to examine the mediating role of attitude towards EVs and the moderation of financial incentives policy in the context of an emerging sustainable transportation market. The study aims to operationalize and test the extended ‘Technology Acceptance Model’ (TAM) with perceived risk and financial incentives policy based on the integrative approach of ‘beliefs-attitude-intention’ in order to understand and predict consumers’ intention to adopt electric vehicles (EVs). Given car sales of more than 3.5 million vehicles per year, however, this percentage will result in annual sales of about 175,000 EVs in Germany. The predicted percentage of potential buyers of 5% seems small, but is in line with governmental expectations. This study of 1.152 German individuals has identified potential categories of EV buyers. Additionally, those 59 participants with a price priority below six and range priority below five showed significantly lower barriers for price (62 versus 83) and range (27 versus 43) than participants who were not selected. Among the remaining 373 individuals, 97 did not mention price or range as being important for their specific use. Regarding the use category, for 387 participants’ price and range barriers were below the medians, and of these, 14 refused to buy an EV.
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To design a stated preference experiment, the hypothetical product types and criteria included are initially identified and selected (Louviere et al., 2000). Stated preference methods are widely used in marketing and have been extensively applied to problems of consumer choice and market forecasting when preference data is either unavailable or not easily obtainable, as with the case of EVs (Chiu and Tzeng, 1999).