Electric Vehicle Adoption within the TAM–TRA Framework and the Moderating Role of Consumer Ethnocentrism

Abstract

The purpose of this study is to examine the factors influencing consumers' intentions to adopt electric vehicles (EVs) in Türkiye within the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA) and to evaluate the moderating role of consumer ethnocentrism on these relationships. The study analyzed the effects of environmental attitude, environmental subjective norms, price value, perceived benefit and perceived ease of use variables on EA adoption intention . The 437 valid survey data obtained through convenience sampling were tested using multiple regression and moderation analyses. The findings reveal that environmental subjective norms are the strongest determinant of electric vehicle adoption intention. Perceived utility and perceived ease of use also significantly and positively influence intention. In contrast, environmental attitude and price value did not show a significant effect. The moderation analysis determined that consumer ethnocentrism only plays a moderating role in the perceived utility–adoption intention relationship. The study contributes to the literature by examining the integrated structure of TAM and TRA alongside ethnocentrism; it highlights the critical role of social approval and usage experience in terms of marketing strategies and public policies.

Keywords

• Electric vehicle adoption intention
• Technology Acceptance Model (TAM)
• Theory of Reasoned Action (TRA)
• Consumer ethnocentrism

Elektrikli Araç Benimsenmesinde TAM–TRA Çerçevesi ve Tüketici Etnosentrizminin Moderatör Rolü

Abstract

Bu araştırmanın amacı, Türkiye’de tüketicilerin elektrikli araç (EA) benimseme niyetlerini etkileyen faktörleri Teknoloji Kabul Modeli (TAM) ve Gerekçeli Eylem Kuramı (TRA) çerçevesinde incelemek ve tüketici etnosentrizminin bu ilişkiler üzerindeki düzenleyici rolünü değerlendirmektir. Çalışmada çevresel tutum, çevresel öznel normlar, fiyat değeri, algılanan fayda ve algılanan kullanım kolaylığı değişkenlerinin EA benimseme niyeti üzerindeki etkileri analiz edilmiştir. Kolayda örnekleme yöntemiyle elde edilen 437 geçerli anket verisi çoklu regresyon ve moderasyon analizleriyle test edilmiştir. Bulgular, elektrikli araç benimseme niyetinin en güçlü belirleyicisinin çevresel öznel normlar olduğunu ortaya koymaktadır. Algılanan fayda ve algılanan kullanım kolaylığı da niyeti anlamlı ve pozitif yönde etkilemektedir. Buna karşın çevresel tutum ve fiyat değeri anlamlı bir etki göstermemiştir. Moderasyon analizinde tüketici etnosentrizminin yalnızca algılanan fayda–benimseme niyeti ilişkisinde zayıflatıcı bir rol oynadığı belirlenmiştir. Çalışma, TAM ve TRA’nın bütünleşik yapısını etnosentrizm ile birlikte ele alarak literatüre teorik katkı sunmakta; pazarlama stratejileri ve kamu politikaları açısından sosyal onayın ve kullanım deneyiminin kritik rolüne işaret etmektedir.

Keywords

• Elektrikli araç benimseme niyeti
• Teknoloji Kabul Modeli (TAM)
• Gerekçeli Eylem Kuramı (TRA)
• Tüketici Etnosentrizmi

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