Experiential education, customer knowledge and adoption of electric vehicles: an exploratory study

While previous research has primarily explored functional and informational drivers, this study investigates how experiential education can facilitate electric vehicle adoption. Based on the BMW i3 test drive program case and blogs data, this research identifies two types of customers who participate in such programs: early adopters who have a high level of perceptual knowledge about electric vehicles but a low interest in the brand or the model, and the early majority, i.e. users with a moderate level of perceptual knowledge about electric vehicles and are hesitant to adopt it. This research contributes to the literature on customer education by demonstrating the positive role of experiential education in innovation adoption. Additionally, it contributes to the literature on customer knowledge by showing that customers do not participate in experiential education for the same reason. While early adopters compare similar models in the market, the early majority seek answers to technical questions.