Understanding the behavioral drivers of electric motorcycle adoption: A stimulus-organism-response perspective

Abstract

Background: This study investigates the influence of consumer experience, attitude, and perception on the intention to adopt electric motorcycles. Electric motorcycles are highly effective in reducing dependence on fossil fuels, thereby minimizing environmental pollution (CO2 emissions). Based on the stimulus-organism-response (SOR) framework, this study aims to explore whether the experience of riding an electric motorcycle affects consumers' cognition and emotions (perceived relative advantage, perceived ease of use, perceived risk) in adopting electric motorcycles. Methods: Data were collected from 112 respondents in the Jabodetabek area who participated in an electric motorcycle test drive. The collected data were analyzed using partial least squares-structural equation modeling (PLS-SEM) with the assistance of SmartPLS software. Findings: The analysis results indicate that the experience of riding an electric motorcycle does not directly influence consumer intention to adopt electric motorcycles. However, it stimulates adoption intention through perceived relative advantage, perceived ease of use, and perceived risk. Conclusion: This study helps identify key factors that can enhance consumer intention to adopt electric motorcycles. Novelty/Originality of this article: This study provides new insights into the mediating role of perceived relative advantage, perceived ease of use, and perceived risk in the adoption process of electric motorcycles, contributing to the understanding of consumer behavior in the transition towards sustainable transportation