Determinants of electric motorcycle usage intention of young generation: a case in Ho Chi Minh City

Abstract

This research investigates the determinants influencing the usage intention of electric motorcycles (EMs) among the young generation in Ho Chi Minh City. Using a combination of qualitative and quantitative methods, the study explores factors such as perceived value, attitude, subjective norm, perceived consumer effectiveness, perceived usefulness, perceived ease of use, environmental concern, and infrastructure attributes. Through an analysis of data collected from 501 young electric motorcycle users through a survey organized in Ho Chi Minh City, correlations were found between perceived usefulness, perceived value, attitude, and adoption intention. This research is conducted based on the Theory of planned behavior (TPB), the Technology acceptance model (TAM) and Innovation diffusion theory (IDT). The findings of this study contribute to the existing literature by providing insights into the factors influencing the adoption of electric motorcycles specifically in the context of Ho Chi Minh City. Our research result reveals that perceived usefulness and value significantly shape attitudes and adoption intentions. These findings align with prior research, emphasizing that adoption intention is mainly driven by internal factors, although environmental and social factors also have some impact. We also discovered that perceived value strongly affects attitude but not directly impact purchase decisions meanwhile perceived ease of use influences perceived usefulness but not directly user attitude. Additionally, our study explores deeper the influence of infrastructure on adoption intention in many sides, providing valuable insights for manufacturers to enhance battery ranges and reduce the time of charging. Based on these findings, recommendations are provided for manufacturers, policymakers, and marketers to optimize their strategies and enhance consumer acceptance of electric motorcycles. These insights aim to support businesses in contributing to a more sustainable transportation future.