INTEGRATED MARKETING COMMUNICATION AND TRUST AFFECTING PURCHASE INTENTION FOR CHINESE BRAND ELECTRIC VEHICLES AMONG CONSUMERS IN THE NORTHERN REGION, THAILAND

Abstract

The purposes of this study were to study (1) the opinion level of the integrated marketing communication, trust, and purchase intention for Chinese brand electric vehicles among consumers in the northern region of Thailand and (2) factors affecting purchase intention for Chinese brand electric vehicles among consumers in the northern region of Thailand. The sample was 385 working-age consumers aged 20-60 years who intend to buy Chinese-brand electric cars. The study tool was an online questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.
The results showed that the integrated marketing communication; advertising, personal selling, sales promotion; publicity and public relations, direct marketing, trust, and purchase intention for Chinese brand electric vehicles were at a high level. The integrated marketing communication; direct marketing (= 0.263), sales promotion ( = 0.162), personal selling ( = 0.158), trust ( = 0.146), advertising ( = 0.133), and publicity and public relations ( = 0.091) affecting purchase intention for Chinese brand electric vehicles among consumers in the northern region of Thailand with statistical significance at the 0.05 level. These predict the purchase intention for Chinese brand electric vehicles among consumers in the northern region of Thailand by 71.7 percent. This study recommends electric vehicle operators and government energy sectors embrace integrated marketing communications and prioritize trust. Integrating these aspects into marketing strategies is proposed as a potent means to positively impact consumer intent to purchase Chinese brand electric vehicles in the future.