For me, for you, or for the environment? Explaining young consumers’ motives for adopting electric cars based on the fundamental motive framework

IF 3.5 Q2 BUSINESS
Widya Paramita, Rokhima Rostiani, Rahmadi Hidayat, Sahid Susilo Nugroho, Eddy Junarsin
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Abstract

Purpose Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework, this research explores the motives that lead to EC adoption intention. Subsequently, this study aims to examine the role of performance expectancy as the mediating variable and EC attributes beliefs as the moderating variable that can promote EC adoption intention. Design/methodology/approach Both exploratory and confirmatory methods were used in this investigation. Using an exploratory approach, this research explores the fundamental motives and the attributes of EC that influence EC adoption intention. Using a confirmatory approach, this research tests the mediating role of performance expectancy. To collect the data, an online survey was administered to 260 young consumers in Indonesia. Findings The results of PLS-SEM analysis from the data revealed that self-protection, kin-care, status and affiliative motives influence EC adoption. Furthermore, performance expectancy mediates the relationship between self-protection, mate acquisition, affiliative motives and EC adoption intention. Among EC attributes, the short-haul performance strengthens the indirect relationship between affiliative motive and EC adoption intention. Research limitations/implications The main limitation of this study is that it only focuses on the practical attributes of EC, whereas psychological attributes that were found to be more influential in consumer’s purchase decisions were not examined. Practical implications Marketers need to explore EC attributes that can strengthen the relationship between consumers’ motives and EC adoption intention by increasing consumers’ evaluation of performance expectancy. In this study, marketers can promote short-haul performance, as it will lead to EC adoption for consumers with affiliative motives. Originality/value This study ties together two lines of research on the adoption of EC, exploring EC attributes and examining consumers’ motivation to choose EC, especially Millennials and Gen Z. In this way, EC attributes facilitate the fulfillment of consumers’ needs and promote EC adoption intention.
为了我,为了你,还是为了环境?基于基本动机框架解释年轻消费者采用电动汽车的动机
电动汽车(EC)的采用是一项旨在促进环境可持续性的战略行动。虽然千禧一代和Z世代是电子商务最大的潜在市场,但他们的采用率仍然很低;因此,本研究的重点是考察动机在预测这两代人的电子商务采用意愿中的作用。在基本动机框架的基础上,本研究探讨了导致电子商务采用意愿的动机。随后,本研究旨在检验绩效期望作为中介变量和电子商务属性信念作为调节变量对电子商务采用意愿的促进作用。设计/方法学/方法本研究采用探索性和验证性两种方法。本研究采用探索性的方法,探讨了电子商务的基本动机和影响电子商务采用意愿的属性。本研究采用验证性方法,检验绩效期望的中介作用。为了收集数据,我们对印尼260名年轻消费者进行了一项在线调查。研究结果显示,自我保护、亲属关怀、社会地位和附属动机对电子商务的采用有影响。此外,绩效期望在自我保护、配偶获得、附属动机和电子商务采用意愿之间起中介作用。在电子商务属性中,短途绩效强化了附属动机与电子商务采用意愿之间的间接关系。本研究的主要局限是它只关注电子商务的实际属性,而心理属性被发现对消费者的购买决策更有影响,但没有研究。营销人员需要探索电子商务属性,通过提高消费者对绩效期望的评价来加强消费者动机与电子商务采用意愿之间的关系。在本研究中,营销人员可以促进短途绩效,因为它将导致具有附属动机的消费者采用电子商务。本研究将电子商务采用的两条研究线联系在一起,探索电子商务属性和考察消费者选择电子商务的动机,特别是千禧一代和z世代,这样,电子商务属性促进了消费者需求的满足,促进了电子商务采用的意愿。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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