The influence of society on the behavioral intention to use a technology: evidence from the battery electric vehicles domain

Despite several benefits, the market penetration of battery electric vehicles (BEVs) is below expectation. In light of studies suggesting the significant role of society in enhancing the uptake of technology-driven products, it is important to better understand how social factors affect consumers' intention to use technologies. Data gathered from 120 self-administered surveys were analyzed using structural equation modelling (SmartPLS) to examine the effect of subjective norms (SN) and image (IM) on adoption intentions for BEVs. The result showed that social factors played important roles in the decision to adopt the technology. Image, in particular, was a significant behavioral drive for current BEV owners. Social norm and image factors should be considered in research frameworks and communication strategies, especially in contexts where the choices that individuals make are public and subject to the judgment of the members of society. The study's limitations and future research directions are also discussed.