Assessing the impact of long-term mobility choice motivation and short-term mobility means connotation on the use intention of electric cars in rural areas

• Use intention for different vehicle types is modeled using a RC-based heuristic frame.
• Functional factors exert greater influence than extra-functional ones.
• Interaction effects between short-term and long-term factors occur.
• Selected socio-demographic variables do not play a significant role in most models.
• Higher rational and emotional EV connotation lowers predicted CV use intention.

In this study several hypotheses comprising a heuristic framework derived from rational-choice (RC) premises and regarding some potentially influencing variables on future use intention of different vehicle types are tested with a rural area sample. Especially the differentiation between long-term vs. short-term as well as functional/rational vs. extra-functional/emotional motivators is assessed. Results suggest a predominance of functional motivators and rational connotations over extra-functional/emotional ones. The models to check whether short-term or long-term effects dominate did not clearly confirm a predominance of long-term factors as hypothesized. In several regression models a moderating effect of rational short-term connotations on different long-term motivators was found, thus contributing notably to the prediction of future vehicle use-intention. The need for further research and theory-driven modeling is briefly discussed.