Factors Affecting Hybrid Car Purchase Intention in Malaysia


Hor, Woon Yaw (2015) Factors Affecting Hybrid Car Purchase Intention in Malaysia. Masters thesis, Multimedia University.

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The paradox between the mobility of private transportation and consumption of petrol is clear. The increasing fleet of car accompanied by the strong demand of petrol could burden the Government to secure reliable supply of petrol. Hybrid car, which is generally viewed as an entry solution to lessen the reliance on petrol if consumers are willing the embrace themselves to replace their conventional car to hybrid car. This study seeks to identify the factors that affecting purchasing intention of hybrid car in Malaysia by adapting modified Theory of Planned Behaviour (TPB). Survey methodology with multi-stage random sampling were used to collect the data. A total of 489 valid questionnaires was collected. The current study utilised the Structural Equation Modelling (SEM) by using AMOS 21 to investigate the significance of individual path correlations, measurement model, and overall fit of structural model.This study suggests that Subjective Norm, Perceived Behavioural Control, Attitude are having a positive and direct relationship with purchase intention and Attitude have an indirect effect between Perceived Value and Purchase Intention. Respondent’s age moderates the variables in the proposed framework. This study confirmed the usage of the TPB and inclusion of perceived value in predicting the purchase intention of hybrid car in Malaysia.

Item Type: Thesis (Masters)
Additional Information: Call No.: HF5415.33 .H67 2015
Uncontrolled Keywords: Consumer behaviour--Malaysia
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Business (FOB)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 08 Sep 2017 17:52
Last Modified: 08 Sep 2017 17:52
URII: http://shdl.mmu.edu.my/id/eprint/6904


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