The Influences Of Social Media Marketing, Perceived Quality, And Environmental Consciousness On Consumer Purchase Intention Towards Electric Cars In Shandong Province, China
(1) Department of Management Science, Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand
(2) Department of Management Science, Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand
(3) Department of Management Science, Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand
(*) Corresponding Author
Abstract
Shandong Province is an industrialized province of China ranked as one of the country's highest carbon dioxide emission levels. It was established that current air quality in the province is quite hazardous, especially in large cities, Jinan and Qingdao, where emissions from industries, coalburning power stations, and traditional automobiles add to poor air quality. Consequently, citizens of Shandong Province are making conscious choices and becoming more aware of environmental impacts from the sorts of cars they use. Social media marketing has become one of the most significant strategies wherein environmental messages can be promoted to consumers and cultivate feelings of needing new clean energy solutions. Consumers are more likely to trust and purchase an EV from a brand with a reputation for reliability, performance, and technological excellence. Therefore, this study aims to investigate the factors influencing Consumer Purchase Intention based on 4 aspects: Demographic Factors, Social Marketing Media, Perceived Quality, and Environmental Consciousness. The quantitative method is applied. Descriptive statistics such as frequency, percent frequency, arithmetic mean, and standard deviation are introduced. Various inferential statistical methods are used to test the hypothesis, particularly the Independent Samples t-test, the One-way ANOVA, and the Multiple Linear Regression Analysis
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