An integrated S-O-R and B-A-I model to promote electric motorcycles usage rates: a case study in Thailand

Sirisorncharoen Kamonlimsakun and Cheng Chieh (Frank) Chen

Transportation Planning and Technology, 2026, vol. 49, issue 2, 296-313

Abstract: This study addresses the gap in understanding electric motorcycle adoption in Thailand, integrating the Stimulus-Organism-Response and Beliefs-Attitude-Intention models. We surveyed 1,088 respondents across eight Thai cities using structural equation modeling to examine factors influencing adoption intentions. The results show that positive attitudes significantly shape adoption intentions, with direct impacts from knowledge and incentives. Attitude mediates the effects of product design, innovativeness, and environmental concern on adoption while partially mediating between knowledge, incentives, and intention. These findings reveal unique adoption dynamics in Thailand, where practical considerations outweigh environmental concerns. The study provides insights for policymakers and marketers, suggesting that education and targeted incentives may be more effective than emphasizing environmental benefits in promoting electric motorcycle adoption in similar developing markets.

Date: 2026
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DOI: 10.1080/03081060.2024.2445648

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