Factors Associated with Adoption Intention of Proton e-MAS: A Multi-Dimensional Analysis of Malaysian Consumers
Abstract
This paper presented a condensed research framework for examining the factors influencing adoption intention towards Proton e.MAS among current electric vehicle (EV) users in Klang Valley, Malaysia. Although EV registrations and government support had increased, adoption continued to be influenced by practical concerns related to travel distance, driving range, purchase price, charging duration, charging infrastructure, and incentive policies. Existing Malaysian studies had primarily investigated general EV purchase intention, while limited empirical work had focused on Proton e.MAS as a national EV brand and had integrated behavioural, product, and contextual dimensions within a single model. The study was informed by an adapted Theory of Planned Behaviour perspective. Adoption intention served as the dependent variable; travel distance represented the behavioural dimension; driving range, price, and charging time represented the product attributes; and charging infrastructure and incentive policies represented the contextual factors. A quantitative cross-sectional design was employed. Structured questionnaires were distributed through online and offline platforms to 375 EV users aged 18 years and above who held valid driving licences and lived, worked, or regularly travelled within Klang Valley. Purposive sampling, a five-point Likert scale, expert pretesting, and a 30-respondent pilot study were utilised. The data were analysed using SPSS Version 27 through descriptive statistics, reliability analysis, Pearson correlation, and multiple regression. The findings indicated that product and contextual factors positively influenced adoption intention, while the effect of travel distance depended on users’ mobility patterns and perceptions of range adequacy. The study provided practical implications for Proton, charging service providers, and Malaysian policymakers while contributing to the growing body of EV adoption research in an emerging-market context.