Urban-Rural Differences in Electric Vehicle Adoption Intentions: Integrated TAM, TPB, UTAUT with Environmental Identity

Objectives: This study examines urban-rural differences in electric vehicle (EV) adoption intentions to inform geographically targeted policy implementation for Thailand's goal of ۳۰% EV production by ۲۰۳۰. Methods/Analysis: We integrated the Technology Acceptance Model, Theory of Planned Behavior, and Unified Theory of Acceptance and Use of Technology with environmental identity and trialability constructs. Data from ۳,۵۹۵ respondents (۲,۳۱۱ urban, ۱,۲۸۴ rural) across Thailand were analyzed using structural equation modeling and measurement invariance testing. Findings: Results revealed distinct adoption mechanisms between geographical contexts. Urban areas demonstrated stronger effects in system-related perceptions, with perceived ease of use more strongly influencing perceived usefulness (β=۰.۶۳۱ vs. ۰.۵۸۷) and perceived usefulness having a greater impact on behavioral intention (β=۰.۴۴۵ vs. ۰.۳۵۳). Rural areas showed stronger influences of individual characteristics and social factors, with personal innovativeness more strongly affecting attitudes (β=۰.۲۱۶ vs. ۰.۱۵۷) and environmental identity showing greater impact on perceived ease of use (β=۰.۳۵۰ vs. ۰.۲۹۱). Novelty/Improvement: This research uniquely combines established technological adoption theories with geographical context analysis, providing evidence-based recommendations for differentiated EV promotion strategies that address the specific challenges of urban and rural environments in developing countries. Doi: ۱۰.۲۸۹۹۱/CEJ-۲۰۲۵-۰۱۱-۰۵-۰۱۰ Full Text: PDF

کلیدواژه ها:

Measurement Invariance ، Personal innovativeness ، Technology Acceptance Model ، Travel Planned Behavior ، Unified Theory of Acceptance and Use of Technology ، Battery Electric Vehicle.