Unveiling Multi-Dimensional Factors of Consumer Switching Intention Towards Electric Vehicles

Abstract

Objectives: This study explores consumers' intentions to switch from traditional fuel vehicles to electric vehicles (EVs) by employing the Push-Pull-Mooring (PPM) model as an analytical framework. It seeks to gain a deep understanding of how push factors (such as financial, infrastructure, privacy, and environmental risks), pull factors (such as product innovativeness, instrumental attributes, and policy support), and mooring factors (such as inertia and switching costs) influence consumers' switching decisions. Methods/Analysis: Employing a purposive sampling method, the research targets consumers in Taiwan with EV purchase experience, acknowledging the rapid growth of the EV market in Taiwan and the unique characteristics of EV consumers. The survey was conducted using a dual approach, both online and offline, distributing questionnaires through EV community platforms, owner forums, and dealership locations to ensure the diversity and representativeness of respondents. Findings: The results indicate that push factors, including financial risk, infrastructure risk, privacy risk, and environmental risk, all have a significant negative impact on switching intentions, with environmental and financial risks being the most prominent. In contrast, pull factors such as product innovativeness, instrumental attributes, and policy support show a positive influence, with product innovativeness having the most substantial effect. Regarding mooring factors, switching costs significantly negatively affect switching intentions, while inertia does not show a significant effect. This suggests that consumers are more concerned with tangible benefits and risk considerations when adopting electric vehicles rather than being constrained by existing habits. Novelty/Improvement: The originality of this study lies in its first comprehensive application of the PPM model to the context of electric vehicle adoption, providing a multidimensional and integrated analytical framework that overcomes the limitations of previous single-theory perspectives.