Identifying must-have factors and should-have factors affecting the adoption of electric motorcycles – A combined use of PLS-SEM and NCA approach

Abstract

Environmental problems caused by petrol motor vehicles have promoted electrification in the automotive industry. In low- and middle-income countries, albeit the shift to electric motorcycles (EMs) has been encouraged by the governments, the adoption of EMs has been limited. Therefore, a better understanding of how the adoption of EMs is promoted is needed to recommend more effective practical actions to governments and vehicle producers. Drawing on the technology acceptance model (TAM) and the diffusion of innovation theory (DIT), this research aims to examine the impact of technological, innovational, and attitudinal factors on EM adoption behaviour. An integration of PLS-SEM and Necessary Condition Analysis (NCA) approach was used to analyse data gathered from 751 Vietnamese people, who had not owned an EM. The findings show that perceived usefulness and perceived ease of use do not directly affect EM adoption intention; however, attitude is found to mediate these links. Three DIT-based factors (i.e., compatibility, trialability, and observability) are found to positively influence the intention to adopt EMs. The NCA results further reveal that four out of the eight latent variables (i.e., perceived usefulness, perceived ease of use, attitude, and compatibility) are necessary conditions for EM adoption intention. The results of this study extend the stream of EM adoption research by identifying the predictive role of technological, attitudinal, and innovational factors through the combined data analytical approaches of PLS-SEM and NCA. The practical implications are provided for governments and vehicle manufacturers to further promote EM adoption.