Accelerating E-Mobility in UAE: The Role of User Perception and Subjective Norms in Shaping Purchase Decisions
摘要
In a world of fossil fuel vehicles, the rise of electric vehicles (EVs) offers a sustainable solution to reduce emissions and transform transportation systems. Recognizing the dual nature of EV adoption, driven by both technological advancements and societal influences, this study integrates the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA) to investigate its key drivers. The study hence examines the relationships among perceived ease of use, perceived usefulness, attitude toward EVs, subjective norms, purchase intention, and actual behavior. The validity and reliability of the measures were established, and the hypotheses were analyzed using Structural Equation Modelling. While subjective norms exhibit a significant direct effect on attitude towards EVs, they do not exhibit a significant direct effect on purchase intention. Attitudes toward EVs emerge as a key determinant of purchase intention, fully mediating the relationship between subjective norms and purchase intention. Considering the uncovered significance of attitude, future studies on EVs adoption should further reveal the complexities of the construct. This research contributes to the theoretical discourse on EV adoption by integrating TRA and TAM while offering practical implications for enhancing EV acceptance.