Comparing Electric Vehicle Adoption Intentions Across Vehicle Types in Thailand: An Extended UTAUT2 Model with Government Participation

Despite Thailand's ambitious goal to transform 30% of its total automotive production to electric vehicles (EVs) by 2030, the adoption rate remains low due to various segment-specific barriers. This study investigates the factors influencing EV adoption intentions across different vehicle segments in Thailand by integrating the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with government participation factors. Using data from 3770 respondents across five regions, the study employs structural equation modeling to analyze adoption patterns among passenger cars, pick-up trucks, and SUVs. The findings reveal distinct adoption patterns across segments: passenger cars are primarily influenced by Price Value (beta = 0.262) and Effort Expectancy (beta = 0.179); pick-up trucks show strong Performance Expectancy effects (beta = 0.504) but negative Social Influence (beta =-0.366); and SUVs demonstrate the strongest Performance Expectancy impact (beta = 0.699) with a notable negative Price Value effect (beta =-0.386). Government participation maintains consistent positive influence across all segments (beta ranging from 0.101 to 0.153). Based on these findings, the study recommends a threephase policy implementation framework emphasizing segment-specific approaches: urban-centric initiatives for passenger cars, commercial viability focus for pick-up trucks, and premium service emphasis for SUVs. This research contributes to EV adoption literature by demonstrating how adoption factors vary significantly across vehicle segments in emerging markets, challenging the one-size-fits-all approach to EV promotion. The findings provide valuable insights for policymakers and manufacturers in tailoring their strategies to different vehicle segments, particularly in emerging markets.