Scalable Innovative Factors for Shaping Consumer Intentions on Electric Two-Wheelers Adoptions

Abstract

Electric two-wheelers (ETWs) have emerged as a dominant choice over traditional counterparts in global consumer markets, prompting a shift in consumer behaviour. While existing research has delved into the adoption of ETWs, there remains a notable gap in understanding the intricate factors driving consumer adoption, particularly their inclination toward innovation. This study investigates the landscape of ETWs in India, focusing on facilitating conditions, pricing dynamics, personal innovativeness, and behavioral intentions. Utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, 220 Indian ETW users were surveyed to elucidate the interplay between facilitating conditions, price, and behavioral intentions, mediated by personal innovativeness. The findings underscore the significant impact of facilitating conditions and price on behavioral intentions, with personal innovativeness serving as a pivotal mediator in this relationship. Moreover, this study underscores the importance for ETW businesses to prioritize user-friendly designs, ensuring a seamless and enjoyable experience for consumers. Furthermore, targeting highly innovative consumers emerges as a strategic imperative for businesses in devising effective marketing strategies. By shedding light on facilitating conditions, price dynamics, personal innovation, and behavioral intentions, this study contributes valuable insights to the existing literature. In terms of environmental sustainability, the scalability of electric twowheelers contributes to reducing greenhouse gas emissions and mitigating air pollution in urban areas. As more individuals switch from gasoline-powered vehicles to electric two-wheelers, the collective impact on reducing carbon emissions and improving air quality becomes increasingly significant, especially in densely populated regions where transportation-related pollution is a major concern. Additionally, it offers a nuanced understanding of the mediating role of personal innovation in the context of ETWs, thereby informing future research and strategic initiatives in the field of electric mobility.