IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v21y2017i4p385-396.html
   My bibliography  Save this article

Investigating Indian Car Buyers’ Decision to Use Digital Marketing Communication: An Empirical Application of Decomposed TPB

Author

Listed:
  • Rekha Dahiya
  • Gayatri

Abstract

Digital marketing communication has affected consumer behaviour across product categories like books, music, fashion accessories, clothing, banking, online gaming, and so on. However, the automobile industry, despite being one of the largest digital spenders in India for past many years, has faced a dearth of academic studies. The objective of the research is to investigate the Indian car buyers’ decision to use digital marketing communication while buying a car using Decomposed Theory of Planned Behaviour model (DTPB). Data was collected from 801 actual and potential car buyers from Delhi. Structural equation modelling was used to assess the overall fit and explanatory power of the model. The DTPB model successfully explained 63 per cent of the variation in usage intentions. Attitude, subjective norms and perceived behavioural control were found to be the significant determinants affecting usage intentions and actual usage of digital marketing communication.

Suggested Citation

  • Rekha Dahiya & Gayatri, 2017. "Investigating Indian Car Buyers’ Decision to Use Digital Marketing Communication: An Empirical Application of Decomposed TPB," Vision, , vol. 21(4), pages 385-396, December.
    • Handle: RePEc:sae:vision:v:21:y:2017:i:4:p:385-396
    DOI: 10.1177/0972262917733175
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972262917733175
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972262917733175?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    2. Susan A. Brown & Viswanath Venkatesh & Hartmut Hoehle, 2015. "Technology adoption decisions in the household: A seven-model comparison," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 66(9), pages 1933-1949, September.
    3. Margherita Corniani, 2006. "Digital Marketing Communication," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
    4. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    5. Kieran Mathieson, 1991. "Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior," Information Systems Research, INFORMS, vol. 2(3), pages 173-191, September.
    6. Shirley Taylor & Peter A. Todd, 1995. "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, INFORMS, vol. 6(2), pages 144-176, June.
    7. Farrell, Andrew M., 2010. "Insufficient discriminant validity: A comment on Bove, Pervan, Beatty, and Shiu (2009)," Journal of Business Research, Elsevier, vol. 63(3), pages 324-327, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hartoyo & Fermico Karambut & Rita Nurmalina & Mukhamad Najib, 2019. "The Intention in Online Submission of Micro Credit," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 186-200.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Song, Jinzhu & Drennan, Judy C. & Andrews, Lynda M., 2012. "Exploring regional differences in Chinese consumer acceptance of new mobile technology: A qualitative study," Australasian marketing journal, Elsevier, vol. 20(1), pages 80-88.
    2. Nripendra P. Rana & Yogesh K. Dwivedi & Banita Lal & Michael D. Williams & Marc Clement, 2017. "Citizens’ adoption of an electronic government system: towards a unified view," Information Systems Frontiers, Springer, vol. 19(3), pages 549-568, June.
    3. Anastasiou Kartas & Sigi Goode, 2012. "Use, perceived deterrence and the role of software piracy in video game console adoption," Information Systems Frontiers, Springer, vol. 14(2), pages 261-277, April.
    4. Pookulangara, Sanjukta & Koesler, Kristian, 2011. "Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 348-354.
    5. Andrei OGREZEANU, 2015. "Models Of Technology Adoption: An Integrative Approach," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 5, pages 55-67, June.
    6. Rajak, Manindra & Shaw, Krishnendu, 2021. "An extension of technology acceptance model for mHealth user adoption," Technology in Society, Elsevier, vol. 67(C).
    7. Agarwal, Reeti & Rastogi, Sanjay & Mehrotra, Ankit, 2009. "Customers’ perspectives regarding e-banking in an emerging economy," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 340-351.
    8. Nripendra P. Rana & Yogesh K. Dwivedi & Banita Lal & Michael D. Williams & Marc Clement, 0. "Citizens’ adoption of an electronic government system: towards a unified view," Information Systems Frontiers, Springer, vol. 0, pages 1-20.
    9. Nedra, Bahri-Ammari & Hadhri, Walid & Mezrani, Mariem, 2019. "Determinants of customers' intentions to use hedonic networks: The case of Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 21-32.
    10. Rekha & Pooja Jain, 2019. "Consumer Management in Internet Age: A Study of Indian Car Buyers Digital Communication Adoption by Applying Competing Models," FIIB Business Review, , vol. 8(4), pages 279-291, December.
    11. Hasan, Rajibul & Lowe, Ben & Petrovici, Dan, 2020. "Consumer adoption of pro-poor service innovations in subsistence marketplaces," Journal of Business Research, Elsevier, vol. 121(C), pages 461-475.
    12. Venkatesh, Viswanath & Maruping, Likoebe M. & Brown, Susan A., 2006. "Role of time in self-prediction of behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 100(2), pages 160-176, July.
    13. Garima Malik & A. Sajeevan Rao, 2019. "Extended expectation-confirmation model to predict continued usage of ODR/ride hailing apps: role of perceived value and self-efficacy," Information Technology & Tourism, Springer, vol. 21(4), pages 461-482, December.
    14. Nistor, Cristian, 2013. "A conceptual model for the use of social media in companies," MPRA Paper 44224, University Library of Munich, Germany.
    15. Jeeyeon Jeong & Yaeri Kim & Taewoo Roh, 2021. "Do Consumers Care About Aesthetics and Compatibility? The Intention to Use Wearable Devices in Health Care," SAGE Open, , vol. 11(3), pages 21582440211, August.
    16. Muhammad Ali & Syed Ali Raza & Chin-Hong Puah & Mohd Zaini Abd Karim, 2017. "Islamic home financing in Pakistan: a SEM-based approach using modified TPB model," Housing Studies, Taylor & Francis Journals, vol. 32(8), pages 1156-1177, November.
    17. Al-Qeisi, Kholoud & Dennis, Charles & Alamanos, Eleftherios & Jayawardhena, Chanaka, 2014. "Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology," Journal of Business Research, Elsevier, vol. 67(11), pages 2282-2290.
    18. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    19. Oguz YILDIZ & Hakan KITAPCI, 2018. "Exploring Factors Affecting Consumers¡¯ Adoption of Shopping via Mobile Applications in Turkey," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 60-75, June.
    20. Deborah Compeau & Barbara Marcolin & Helen Kelley & Chris Higgins, 2012. "Research Commentary ---Generalizability of Information Systems Research Using Student Subjects---A Reflection on Our Practices and Recommendations for Future Research," Information Systems Research, INFORMS, vol. 23(4), pages 1093-1109, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:vision:v:21:y:2017:i:4:p:385-396. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.