Abstract: The purpose of the study is to determine the antecedents of consumers purchase intention toward hybrid car. The study examines the relationships among consumption values, consumers attitudes and hybrid car purchase intention. This study also examines the role of consumers attitudes as a mediator of hybrid car purchase intention. Five consumption values have been identified based on theory of consumption values (i.e., functional value, symbolic value, emotional value, novelty value and conditional value). Each item adopted to predict the respective variable is measured using 7-point Likert scale. Quantitative research design is used as data collection method and questionnaire is distributed to consumers in Klang valley. Data was analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Functional value, conditional value and consumers attitudes are found to have positive significant relationships with consumers purchase intention toward hybrid car while emotional value influence consumers purchase intention toward hybrid car through consumers attitudes. Based on the findings of this study, marketer should reconsider their marketing strategies and marketing plan through collaboration with government. Comparisons between hybrid car user and non-hybrid car user should take into consideration in future research.
Nor Azila Mohd. Noor and Teoh Chai Wen, 2016. Assessing Consumers Purchase Intention: As Hybrid Car Study in Malaysia. The Social Sciences, 11: 2795-2801.