Purchase Intention of SUV Category Automobiles: Determinant Factors from the Customer Perspective

Eberle, Luciene; Cruz, Luan Hoffman da; Milan, Gabriel Sperandio

doi:10.15728/bbr.2021.18.4.3

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Article • BBR, Braz. Bus. Rev. 18 (4) • Jul-Aug 2021 • https://doi.org/10.15728/bbr.2021.18.4.3 copy

Purchase Intention of SUV Category Automobiles: Determinant Factors from the Customer Perspective

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

The study aimed to verify the impact of brand awareness, brand credibility, perceived quality, and perceived innovation as determinants of the intention to purchase SUV automobiles. For this purpose, quantitative research was carried out by applying a survey, with a convenience sample composed of 237 customers intending to purchase SUVs. Multivariate statistics were used to analyze the data through the Structural Equation Modeling approach. The study’s main contributions confirm that brand awareness positively impacts the SUV’s perceived quality, brand credibility, perceived innovation, and purchase intention. Brand credibility directly affects the SUV’s perceived quality. Perceived innovation also influences the SUV’s perceived quality. However, perceived innovation did not positively impact the purchase intention.

KEYWORDS
Brand Awareness; Brand Credibility; Perceived Innovation; Perceived Quality; Purchase Intention

Constructs	Observable variables	Scale items	Authors
Brand Awareness	BAW_1 to 4	1 to 7	Wu and Ho (2014Wu, S. I., & Ho, L. (2014). The Influence of perceived innovation and brand awareness on purchase intention of innovation product: An example of iPhone. International Journal of Innovation and Technology Management, 11(4), 126-148.)
Brand Credibility	BCR_1 to 4	1 to 7	Baek, Kim and Yu (2010Baek, T. H., Kim, J., & Yu, J. H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678.)
Perceived Innovation	PIN_1 to 4	1 to 7	Wu and Ho (2014Wu, S. I., & Ho, L. (2014). The Influence of perceived innovation and brand awareness on purchase intention of innovation product: An example of iPhone. International Journal of Innovation and Technology Management, 11(4), 126-148.)
Perceived Quality	PQL_1 to 4	1 to 7	Wu and Ho (2014Wu, S. I., & Ho, L. (2014). The Influence of perceived innovation and brand awareness on purchase intention of innovation product: An example of iPhone. International Journal of Innovation and Technology Management, 11(4), 126-148.)
Purchase Intention	INT_1 to 4	1 to 7	Wu and Ho (2014Wu, S. I., & Ho, L. (2014). The Influence of perceived innovation and brand awareness on purchase intention of innovation product: An example of iPhone. International Journal of Innovation and Technology Management, 11(4), 126-148.)

SUVs Reference Brands	Number of Respondents	Percentage (%)
Kia Motors	42	17.7%
Nissan	25	10.5%
Ford	27	11.4%
Chevrolet	21	8.9%
Honda	40	16.9%
Other brands	82	34.6%
Total	237	100%

Constructs	Explained Variance	Cronbach’s Alpha de	Composite Reliability	Variance Extracted
Brand Awareness	64.23%	0.79	0.88	0.65
Brand Credibility	77.23%	0.88	0.95	0.83
Perceived Innovation	83.28%	0.93	0.95	0.85
Perceived Quality	90.64%	0.96	0.98	0.83
Purchase Intention	72.14%	0.87	0.92	0.75

Constructs	BAW	BCR	PIN	PQL	INT
Brand Awareness (BAW)	0.658
Brand Credibility (BCR)	0.712	0.839
Perceived Innovation (PIN)	0.354	0.451	0.853
Perceived Quality (PQL)	0.386	0.700	0.519	0.931
Purchase Intention (INT)	0.532	0.555	0.357	0.367	0.753

Construct 1	Construct 2	χ² Fixed Model	χ² Free Model	Dif.	Sig.
Brand Awareness	Brand Credibility	104.89	78.83	26.06	0.000

Goodness-of-fit indexes	Recommended values	Resultant values
GFI	Equal or superior to 0.900	0.855
AGFI	Equal or superior to 0.900	0.801
NFI	Equal or superior to 0.900	0.917
IFI	Equal or superior to 0.900	0.947
TLI	Equal or superior to 0.900	0.933
CFI	Equal or superior to 0.900	0.946
RMSEA	Between 0.05 and 0.08	0.084

Hy	Structural Paths	Non-standardized coefficient (β)	Errors	Standardized coefficient (β)	t-values	p	Result
H1	BAW PQL	0.729	0.270	0.541	2.702	p = 0.007	Suportted
H2	BCR PQL	1.126	0.199	1.035	5.661	p < 0.001	Suportted
H3	BAW BCR	1.135	0.144	0.917	7.899	p < 0.001	Suportted
H4	PIN PQL	0.429	0.068	0.454	6.300	p < 0.001	Suportted
H5	BAW PIN	1.009	0.143	0.706	7.041	p < 0.001	Suportted
H6	BAW INT	1.624	0.242	0.760	6.715	p < 0.001	Suportted
H7	PIN INT	0.030	0.105	0.020	0.288	p = 0.773	Not suportted

Constructs	Coefficient of Determination (R²)
Brand Credibility (BCR)	0.941
Perceived Innovation (PIN)	0.498
Perceived Quality (PQL)	0.804
Purchase Intention (INT)	0.600

Constructs	Items	Original Scale Items Used in Research
Brand Awareness	BAW_1	I heard this brand.
	BAW _2	This brand is what I first thought of.
	BAW _3	This brand is very famous.
	BAW _4	Most of people know this brand.
Brand Credibility	BCR_1	This brand delivers (or would deliver) what it promises.
	BCR_2	Over time, my experiences with this brand lead me to expect it to keep its promises.
	BCR_3	This brand is committed to delivering on its claims.
	BCR_4	This brand has a name you can trust.
Perceived Innovation	PIN_1	The new functions of the SUV are easy to learn.
	PIN _2	The new functions of the SUV are convenient to operate.
	PIN _3	The technology is highly progressed.
	PIN _4	The functions are more pragmatic.
Perceived Quality	PQL_1	The quality is outstanding.
	PQL _2	The quality is credible.
	PQL _3	The quality is reliable.
	PQL _4	The quality is very stable.
Purchase Intention	INT _1	The purchase possibility of this SUV brand/model is high.
	INT _2	I am thinking about purchasing this SUV brand.
	INT _3 INT _4	It is possible to purchase it in this price. I will recommend other people to purchase this brand SUV model.

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