The Factors Influencing the Decision in Choosing an Electric Vehicle Charging Station

Abstract

The objectives of this study were to: 1) investigate the factors that influence the decision in choosing charging stations for electric vehicles and 2) survey the customers’ opinions as guidelines for installing electric vehicle charging stations. This quantitative study employed questionnaires to randomly collect data from a sample group of 200 electric vehicle users in Thailand in BEV and PHEV categories. Statistical analysis included frequency distribution, percentage, mean, standard deviation, t-test, one-way ANOVA, and multiple regression. Examination of personal driving behavior and characteristics revealed that most respondents chose a home charging station at 3 - 4 times per week with an average charging time of 31-60 minutes. In terms of the 7-P marketing mix, process was the critical factor in charging followed by channel and physical environment respectively.

The results of the study revealed that 1) gender, age, occupation, average monthly income, and number of cars together with varieties of payment methods and safety around the charging stations influenced the decision to use. 2) The results of the relationship test for the electric vehicle charging station decision showed that the marketing mix on products, prices, and sales channels correlated with the decision. They can predict the electric vehicle charging station decision by 35.1%.