Electrifying the Decision: How Does Quality of Interaction with EVs Drive Adoption Intention?

This project involved designing surveys, conducting semi-structured interviews, coding the interviews to narrow down the research scope, and ultimately gathering data from RIT students using surveys. The data from the surveys was further analyzed to extract patterns and make policy recommendations driven by data. This report explores the relationship between the quality of consumer interactions with electric vehicles (EVs) and their intent to adopt them. As the global transportation industry struggles to reduce greenhouse gas (GHG) emissions, EVs are increasingly seen as a solution to reducing oil dependency and cutting carbon emissions. However, barriers such as infrastructure, cost, and consumer behavior still hinder widespread adoption.

Key Findings:
Importance of Quality Experience: The study found that the quality of interactions with EVs plays a crucial role in shaping consumers' intention to adopt them. Positive experiences such as silent driving, comfort, and lower environmental impact contribute significantly to adoption intentions. The study identified curiosity, enjoyment, and uniqueness of the experience as key factors influencing consumer perceptions.

Consumer Interaction: The study gathered insights from interviews and surveys, revealing that many respondents have interacted with EVs through rideshares, reading about EVs, or test drives. Most respondents had positive impressions of features like silent driving, design, and environmental benefits.

Barriers to Adoption: The major barriers to EV adoption include concerns about the distance traveled per charge, charging infrastructure, and economic incentives. These factors heavily influence consumers' willingness to purchase or lease EVs. The availability of charging stations and economic incentives, such as tax benefits, are especially important in driving interest.

Correlation Between Experience and Adoption: The report's data analysis showed a strong correlation between the quality of EV experiences and the intention to purchase, with a Pearson correlation coefficient of 0.35. Though the correlation is not exceptionally high, it indicates that enhancing the quality of interaction can positively influence adoption rates.

Recommendations:
Government Interventions: The study recommends that governments increase incentives for EV ownership, improve charging infrastructure, and create more opportunities for consumers to experience EVs, such as through electric taxis or public campaigns.

Focus on Design and Technology: EV manufacturers should continue to focus on improving the performance, design, and technological features of EVs to enhance the overall consumer experience and drive adoption.

Consumer Influence: Positive experiences with EVs among current users can influence the adoption intentions of future consumers, especially through word of mouth or shared experiences, as indicated by the significant number of respondents who had interacted with EVs via someone they knew.

Conclusion:
The quality of interaction with EVs is a significant driver of adoption intention. While various barriers exist, enhancing the consumer experience and addressing infrastructural and financial challenges can foster greater adoption of electric vehicles, contributing to sustainability efforts in the transportation sector.