Electric vehicle repurchase intention in Thailand: the roles of perceived brand popularity and customer commitment

Electric vehicles (EVs) are the future of transportation. Their superior technology facilitates the reduction of carbon dioxide emissions locally and globally using electricity generated from renewable energy sources. However, their high sales rates do not indicate repurchase intention. This study explored the structural paths linking perceived brand popularity (PBP) and EV repurchase intention, with multidimensional commitment as a mediating variable in the competitive Thai market. Covariance-based structural equation modeling using data from 610 Thai adults revealed that PBP contributed to the variance in affective and calculative commitment, but not normative commitment. PBP also showed a significant direct effect on repurchase, with affective and calculative commitment serving as significant partial mediators. This finding indicates that PBP is substantially strengthened as a cognitive driver when it translates into emotional identification and cost–benefit or alternative consideration. Overall, these results urge EV manufacturers to develop retention policies that target market visibility, emotive engagement, and economic value creation rather than wastefully spending on generic, meaningless ethical appeals.