CONSUMER PERCEPTIONS OF BEVS IN MACAU: A PERCEPTION STUDY OF TESLA VEHICLE OWNERS

This study examines consumer perceptions of all-electric vehicles in Macau, focusing on Tesla owners. As the Macau Special Administrative Region (MSAR) pursues its long-term carbon reduction strategy, adopting BEV is a key step towards sustainable urban mobility. However, consumer attitudes and behavioral responses to BEV in Macau's unique high-density urban environment remain underexplored. This study adopts the extended Unified Theory of Acceptance and Use of Technology (UTAUT-2) model with the addition of the “technological show-off” (TS) dimension to explore how Tesla owners perceive the challenges and opportunities of adopting BEV.
This study used a qualitative methodology to conduct in-depth interviews with ten Tesla owners in Macau through semi-structured interviews and unstructured quantitative assessments. Data were analyzed across multiple UTAUT-2 dimensions, including Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value, Habit, and the added factor of Technology Show-Off.
The findings suggest that Tesla owners in Macau value their vehicles' convenience, efficiency, and technological sophistication, with a particular focus on Autopilot, acceleration, and low maintenance costs. However, issues such as limited charging infrastructure, service accessibility, and technology learning curve remain. Social status and identity are influential factors, especially in a compact and socially connected urban environment like Macau.
By examining the experiences of EV users, this study fills a gap in the existing literature. It provides practical insights for policymakers and manufacturers aiming to accelerate the diffusion of BEVs. The study concludes that consumer perceptions are critical for practical benefits and emotional fulfillment for the continued growth of the electric vehicle market in Macau and similar regions.