Investigating Intention to Use and Purchase Electric Vehicles via Unified Theory of Acceptance and Use of Technology: The Moderating Role of Consumer Ethnocentrism

Year 2025, Volume: 18 Issue: 1, 169 - 212, 31.01.2025

Mahmut Selami Akın

Abstract

The demand for electric vehicles representing an innovative product has risen regularly in the last three years. The penetration of electric vehicles in the market provides economic and ecological benefits. However, how consumers accept electric vehicles is questioned. Studies conducted in Türkiye predominantly focused on the motives determining the preference for an electric vehicle, yet explaining the consumer adoption process has been neglected in the domestic literature. The study aims to explain how consumers can adopt electric vehicles in the context of the Unified Theory of Acceptance and Use of Technology. It also purposes to explore the moderating role of consumer ethnocentrism in the adoption process. 414 valid data were obtained through the convenience sampling method from individuals who were 18 and above and lived in Istanbul. Following multiple regression, mediator, and moderator analyses, the dimensions of performance and effort expectancy, social influence, personal innovativeness, and ecological anxiety directly predicted the intention to use electric vehicles and indirectly influenced purchase intention. The research also revealed that consumer ethnocentrism moderates the relationship between performance & effort expectancy, and intention to use. Accordingly, the volume of the influence of performance & effort expectancy on usage intent is lower (vs. higher) in consumers with high (vs. low) ethnocentrism. Regarding the research findings, theoretical and practical implications were made, and suggestions for further studies were offered.

Keywords

technology acceptance, consumer adoption, Consumer behavior, electric vehicles, technology acceptance, consumer adoption, consumer ethnocentrism

Ethical Statement

I declare that the study was prepared in accordance with ethical rules and publication guidelines of The Journal of Marketing and Marketing Research.

Thanks

The author appreciates his father, Huseyin Akin, M.D., who passed away on August 8, 2023, for exchanging views during the early stage of the manuscript.

Elektrikli Otomobil Kullanım ve Satın Alma Niyetinin Birleştirilmiş Teknoloji Kabul ve Kullanım Teorisi ile İncelenmesi: Tüketici Etnosentrizminin Düzenleyici Rolü

Abstract

İnovatif bir ürün olan elektrikli otomobillere talep dünyada ve Türkiye’de son üç yılda düzenli olarak artış göstermiştir. Elektrikli otomobillerin pazarda hızla yayılması ekonomik ve ekolojik açıdan birçok fayda sağlamaktadır. Ancak bunlar yeni teknolojiye sahip olduğundan, tüketicilerin nasıl uyum sağlayabileceği ve kabulleneceği yanıt aranan soruların başında gelmektedir. Türkiye’de yürütülen çalışmalar genellikle elektrikli otomobil tercihini belirleyen ürün kaynaklı sebeplere odaklanmış, tüketici uyum süreci ise yerli alan yazında yeterince irdelenmemiştir. Çalışmanın amacı, tüketicilerin elektrikli otomobillere nasıl adapte olabileceğini Birleştirilmiş Teknoloji Kabul ve Kullanım Teorisi zemininde açıklamaktır. Ayrıca, tüketici etnosentrizminin kabul sürecinde düzenleyici rolünü olup olmadığını keşfetmektir. Araştırma kapsamında kolayda örnekleme yöntemiyle İstanbul’da 18 yaş ve üzeri 414 katılımcıdan geçerli veri toplanmıştır. Çoklu regresyon, aracılık analizi ve düzenleyici analiz sonucunda, performans & çaba beklentisi, sosyal etki, kişisel yenilikçilik ve ekolojik kaygı boyutları, elektrikli otomobil kullanım niyetini doğrudan, satın alma niyetini ise dolaylı olarak etkilemiştir. Performans & çaba beklentisinin kullanım niyetine etkisinde ise tüketici etnosentrizminin düzenleyici rolü bulunmuştur. Buna göre yüksek etnosentrizm seviyesine sahip tüketiciler için performans & çaba beklentisinin etki gücü daha düşükken, düşük etnosentrizme sahip tüketicilerde söz konusu etki daha kuvvetlidir. Araştırmada ulaşılan bulgulardan hareketle teorisyenler ve uygulayıcılar açısından çıkarımlar yapılmış, gelecek çalışmalara dair öneriler sunulmuştur.

Keywords

teknoloji kabulü, Tüketici davranışı, elektrikli otomobiller, teknoloji kabulü, tüketici uyumu, tüketici etnosentrizmi

Ethical Statement

Bu çalışmanın, Pazarlama ve Pazarlama Araştırmaları Dergisi etik kuralları ve yayın ilkeleri doğrultusunda hazırlandığını beyan ederim.

Thanks

Çalışmanın fikir aşamasında verdiği destekler ve katkıda bulunduğu için, 08.08.2023'te hayata gözlerini yuman sevgili babam Dr. Hüseyin AKIN'a şükranlarımı sunarım.

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