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Factors influencing purchase intention of motor vehicles during the COVID-19 pandemic: An empirical study in South Africa

Author

Listed:
  • Lebogang Gaoaketse

    (Wits Business School, No: 2 St Davids Pl &, St Andrew Rd, Parktown, Johannesburg, South Africa)

  • Neo Ligaraba

    (School of Business Sciences, University of the Witwatersrand, No: 1 Jan Smuts, 2000, Johannesburg, South Africa)

  • Tinashe Chuchu

    (School of Business Sciences, University of the Witwatersrand, No: 1 Jan Smuts, 2000, Johannesburg, South Africa)

Abstract

The study examined the factors influencing motor vehicle purchase intention during the COVID-19 pandemic. The Theory of Planned Behaviour, the Social Judgement Theory, and the Self-Congruency Theory were employed for the study. A quantitative research approach was applied, and data was collected using a questionnaire that 223 respondents completed and selected through convenience sampling. A structural equation model was used to test the proposed conceptual model of the study. The empirical results revealed that perceived value, perceived reliability, and brand awareness of the vehicle, together with the manufacturer’s and/or seller’s website quality, positively impact the consumer’s attitude, which subsequently affects their purchase intentions. The study has both practical and theoretical implications. The findings from the study could assist motor vehicle marketers in developing marketing strategies during a pandemic and provide policymakers with guidelines for the marketing of motor vehicles during a pandemic. Key Words:Purchase Intention, Motor Vehicles, Attitude, Website Quality, COVID-19, South Africa

Suggested Citation

  • Lebogang Gaoaketse & Neo Ligaraba & Tinashe Chuchu, 2023. "Factors influencing purchase intention of motor vehicles during the COVID-19 pandemic: An empirical study in South Africa," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(3), pages 41-54, April.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:3:p:41-54
    DOI: 10.20525/ijrbs.v12i3.2429
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    References listed on IDEAS

    as
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