There is a growing need for sustainable mobility?solutions in heritage tourism, where the environment should be reconciled with cultural preservation. In Malaysia, the electric beca?(eBECA) was developed as part of efforts to improve traditional trishaw services without neglecting their cultural and socio-economic roles. This study aims to establish the level user characteristics as a factor in the adoption of eBECA technology in Malaysia heritage tourism context in Bandar Hilir, Melaka?and Pasar Payang, Terengganu. Data from 388?respondents including locals, tourists and beca customers were collected through a quantitative research design. A Pearson correlation and multiple linear regression were used to explore?the relationships among product field commitment, innovation-related core benefit, expected financial benefit and user–manufacturer interaction factors, as well as eBECA acceptance. Findings were that, although the relation with adoption readiness for all variables is positive, product field commitment was?the only significant predictor of the intention to adopt eBECA. The regression model is 43.5%, indicating an acceptable amount of explanation power. These results indicate that the intrinsic adherence, engagement and long-term involvement of users with the product field of beca is more?important for adoption than technological novelty, financial incentives or manufacturer interaction. The research extends?the literature on sustainable mobility and heritage tourism by highlighting the significance of values-led, user-focused strategies for promoting green transport innovations.
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