Modeling Electric Two-Wheeler Adoption in Tehran: A Technology Acceptance Model (TAM) Perspective

The adoption of motorcycles, predominantly powered by gasoline, represents a growing trend within the densely populated urban centers of the global South. This shift is driven by multiple converging factors: transportation infrastructure investments consistently failing to match rapid population growth, alongside pervasive economic difficulties that funnel workers into the informal sector and render motorcycles a more financially accessible alternative to private automobiles. The coronavirus pandemic further accelerated this phenomenon, as motorcycles were widely perceived as offering personal ventilation and a reduced risk of contagion compared to enclosed public transit. However, this surge in gasoline-powered mobility carries significant externalities, as these vehicles produce substantially greater quantities of tailpipe emissions and local air pollutants. This directly undermines urban sustainability goals and contributes to both climate change and serious public health issues. In response, this research investigates the critical factors influencing motorcyclists’ willingness to transition to electric motorbikes, which currently represent the only viable and sustainable alternative capable of matching the functional range, speed, and affordability of conventional models in most regional contexts. To this end, we employ and estimate a Technology Acceptance Model, utilizing primary data collected through face-to-face surveys administered to ۵۸۲ active motorcyclists in Tehran, Iran—a traditionally car-oriented metropolis now experiencing rapid growth in motorcycle usage. The empirical results identify Attitude toward the technology and Perceived Ease of Use as the two most statistically significant and influential determinants shaping behavioral intention. Consequently, effective promotion strategies must prioritize initiatives that enhance the positive image and simplify the perceived usability of electric motorcycles to accelerate their market penetration and environmental integration. These findings underscore that successful policy and marketing interventions must not only address practical performance and cost but also deliberately work to reshape user perceptions and build confidence in the reliability and everyday convenience of this emerging electric vehicle technology.

کلیدواژه ها:

Electric vehicles ، Two-wheelers ، Sustainable transport ، Technology adoption ، Urban mobility ، Iran