Factors affecting purchase intention of BYD new energy vehicles in China

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2019
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eng
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application/pdf
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9 pages
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Proceedings of 5th National and International Conference on Administration and Management 11-12 February 2019, Mahanakorn University of Technology, Bangkok, Thailand, 6-14
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Abstract
This research aimed on how determinants factors (Brand Image, Brand Reputation, Selfimage congruence, Subjective Norm, Perceived Behavioral Control and Environmental Attitude) affect the purchase intention of BYD new energy vehicle, one of the new energy vehicles made by a Chinese brand. This study used the two mixed method design by Creswell (2008). The mixed method is a combination of qualitative and quantitative research methods. This study also seeks to identify the factors that influencing purchase intention of BYD new energy vehicles in China by adapting modified Theory of Planned Behaviour (TPB). Firstly, the researcher conducted two rounds of interviews as a qualitative research, and then designed a questionnaire. All 100 sets of questionnaires were distributed via Wenjuanxing Forms (online survey). Multiple Linear Regression (MLR) was applied and the findings show that brand image has the greatest significant impact on purchase intention of BYD new energy vehicles, while subjective norm is the second, following by self-image congruence. This study will greatly help researchers and practitioners understand the complex relationships among brand image, brand reputation, self-image congruence, subjective norm, perceived behavioral control and environmental attitude towards purchase intention of BYD new energy vehicles in China.
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