Asian Journal of Research in Marketing
Year : 2015, Volume : 4, Issue : 3
First page : ( 13) Last page : ( 26)
Online ISSN : 2277-6621.

Assessing the Impact of Perceived Consumer Effectiveness and Self-Efficacy on Electric Scooter Purchase Intention of Taiwan College Students: The Moderating Role of Gender

Chen Kee Kuo

Professor, Department of Marketing and Logistics Management, Yu Da University

Online published on 4 June, 2015.

Abstract

To investigate the impact of perceived behavior control (PBC) attitude of college students on electric scooter (ES), purchase intention, the theory of planned behavior was applied to establish an empirical model. The moderating role of gender was also examined. A representative sample of 284 students in a Taiwan university was analyzed by a multi-group structural equations model. The results showed that perceived consumer effective and injunctive norms had a positive effect on ES purchase intention in both genders. While two effects: (1) self-efficacy had a positive effect on ES purchase intention, and (2) symbolic motives had a negative effect on ES purchase intention through the effect on attitude towards ES use, only appeared in the female group. This study provides new evidence for the relationship between PBC and purchase intention. Finally, some policy implications for marketers and government agencies were drawn from the conclusions.

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Keywords

Gender, Perceived behavioral control, Perceived consumer effectiveness, Self-efficacy, Theory of planned behaviour.

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