Moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in Abuja, Nigeria and the Klang Valley, Malaysia

Changes in consumers’ product evaluation criteria in the past decade have necessitated consumers’ adoption of mechanisms that reflect their values and benefit them via purchase decisions. This exposed the lacuna in consumer research on the lack of a viable business model that ensures consumers’ inte...

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Main Author:	Chinedu, Anyanwu Hilary
Format:	Thesis
Language:	English
Published:	2021
Subjects:	Consumers' preferences Consumer behavior
Online Access:	http://psasir.upm.edu.my/id/eprint/104567/1/FEM%202022%206%20IR.pdf
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id	my-upm-ir.104567
record_format	uketd_dc
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Haron, Sharifah Azizah
topic	Consumers' preferences Consumer behavior
spellingShingle	Consumers' preferences Consumer behavior Chinedu, Anyanwu Hilary Moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in Abuja, Nigeria and the Klang Valley, Malaysia
description	Changes in consumers’ product evaluation criteria in the past decade have necessitated consumers’ adoption of mechanisms that reflect their values and benefit them via purchase decisions. This exposed the lacuna in consumer research on the lack of a viable business model that ensures consumers’ interests and values are simultaneously actualized alongside purchase intention for local products as a means of sustaining consumers’ well-being, beliefs, and local economic growth in developing countries. Building on the theories of planned behavior (TPB), social identity, and Hofstede’s cultural value model, the study compared the moderating effects of consumer corporate identification (CCI) on the predictors of purchase intention for a local brand automobile manufactured in Nigeria and Malaysia respectively. Predicated on a positivist epistemological approach, questionnaires were distributed to potential consumers of Innoson vehicle manufacturing (IVM) in Abuja, Nigeria, and potential consumers of Proton automobiles in Klang Valley, Malaysia through a mall intercept survey. About 99% and 97% usable responses were collected from the Nigerian and Malaysian respondents respectively. Data were analyzed using IBM SPSS version 25 and Amos version 24. Pooled confirmatory factor analyses revealed that Proton model demonstrated a slightly better fit indices compared to IVM model. However, both models achieved the required fit indices. IVM respondents consisted of 51.6% males and 48.4% females with an age mean of 33.67, while Proton respondents involved 51.5% females and 48.5% males with an age mean of 30.94. IVM potential consumers exhibited high/positive (above 50%) levels on all the study constructs. Apart from consumer ethnocentrism, Proton potential consumers demonstrated high/positive (above 50%) levels on other constructs of the study. Results of t-test revealed no significant mean difference in purchase intention across gender in both datasets. Structural equation modeling (SEM) showed that consumer ethnocentrism and collectivism explained a higher variance (43.7%) in attitude towards purchase intention for local brand automobiles in Proton model than IVM model (33.6%). Consumer ethnocentrism and collectivism significantly influenced attitude towards purchase intention for local brand automobiles in Proton model, whereas only consumer ethnocentrism significantly influenced attitude towards purchase intention for local brand automobiles in IVM model. SEM further revealed that attitude, subjective norm (SN), and perceived behavioral control (PBC) explained higher variance (60.3%) in purchase intention for local brand automobiles in IVM model compared to Proton model (57.5%). While attitude, SN, and PBC significantly predicted purchase intention in Proton model, only attitude and PBC significantly predicted purchase intention in IVM model. Lastly, multiple group analyses (MGA) indicated that CCI moderated the current research model. CCI significantly moderated only the predictive effects of PBC on purchase intention for local brand automobiles in Abuja and Klang Valley. The study concluded that positive attitude towards purchase intention for local products are unlikely without consumer ethnocentrism irrespective of consumers’ collectivistic tendencies. Bearing in mind the efficacy of TPB in underpinning purchase intention and the predictive effects of attitude, SN, and PBC on purchase intention, behavioral controls to automobile purchase intention is decimated or reversed in the face of CCI engagements. Theoretical and practical implications are discussed.
format	Thesis
qualification_level	Doctorate
author	Chinedu, Anyanwu Hilary
author_facet	Chinedu, Anyanwu Hilary
author_sort	Chinedu, Anyanwu Hilary
title	Moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in Abuja, Nigeria and the Klang Valley, Malaysia
title_short	Moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in Abuja, Nigeria and the Klang Valley, Malaysia
title_full	Moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in Abuja, Nigeria and the Klang Valley, Malaysia
title_fullStr	Moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in Abuja, Nigeria and the Klang Valley, Malaysia
title_full_unstemmed	Moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in Abuja, Nigeria and the Klang Valley, Malaysia
title_sort	moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in abuja, nigeria and the klang valley, malaysia
granting_institution	Universiti Putra Malaysia
publishDate	2021
url	http://psasir.upm.edu.my/id/eprint/104567/1/FEM%202022%206%20IR.pdf
_version_	1783725800765259776
spelling	my-upm-ir.1045672023-10-11T07:00:26Z Moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in Abuja, Nigeria and the Klang Valley, Malaysia 2021-07 Chinedu, Anyanwu Hilary Changes in consumers’ product evaluation criteria in the past decade have necessitated consumers’ adoption of mechanisms that reflect their values and benefit them via purchase decisions. This exposed the lacuna in consumer research on the lack of a viable business model that ensures consumers’ interests and values are simultaneously actualized alongside purchase intention for local products as a means of sustaining consumers’ well-being, beliefs, and local economic growth in developing countries. Building on the theories of planned behavior (TPB), social identity, and Hofstede’s cultural value model, the study compared the moderating effects of consumer corporate identification (CCI) on the predictors of purchase intention for a local brand automobile manufactured in Nigeria and Malaysia respectively. Predicated on a positivist epistemological approach, questionnaires were distributed to potential consumers of Innoson vehicle manufacturing (IVM) in Abuja, Nigeria, and potential consumers of Proton automobiles in Klang Valley, Malaysia through a mall intercept survey. About 99% and 97% usable responses were collected from the Nigerian and Malaysian respondents respectively. Data were analyzed using IBM SPSS version 25 and Amos version 24. Pooled confirmatory factor analyses revealed that Proton model demonstrated a slightly better fit indices compared to IVM model. However, both models achieved the required fit indices. IVM respondents consisted of 51.6% males and 48.4% females with an age mean of 33.67, while Proton respondents involved 51.5% females and 48.5% males with an age mean of 30.94. IVM potential consumers exhibited high/positive (above 50%) levels on all the study constructs. Apart from consumer ethnocentrism, Proton potential consumers demonstrated high/positive (above 50%) levels on other constructs of the study. Results of t-test revealed no significant mean difference in purchase intention across gender in both datasets. Structural equation modeling (SEM) showed that consumer ethnocentrism and collectivism explained a higher variance (43.7%) in attitude towards purchase intention for local brand automobiles in Proton model than IVM model (33.6%). Consumer ethnocentrism and collectivism significantly influenced attitude towards purchase intention for local brand automobiles in Proton model, whereas only consumer ethnocentrism significantly influenced attitude towards purchase intention for local brand automobiles in IVM model. SEM further revealed that attitude, subjective norm (SN), and perceived behavioral control (PBC) explained higher variance (60.3%) in purchase intention for local brand automobiles in IVM model compared to Proton model (57.5%). While attitude, SN, and PBC significantly predicted purchase intention in Proton model, only attitude and PBC significantly predicted purchase intention in IVM model. Lastly, multiple group analyses (MGA) indicated that CCI moderated the current research model. CCI significantly moderated only the predictive effects of PBC on purchase intention for local brand automobiles in Abuja and Klang Valley. The study concluded that positive attitude towards purchase intention for local products are unlikely without consumer ethnocentrism irrespective of consumers’ collectivistic tendencies. Bearing in mind the efficacy of TPB in underpinning purchase intention and the predictive effects of attitude, SN, and PBC on purchase intention, behavioral controls to automobile purchase intention is decimated or reversed in the face of CCI engagements. Theoretical and practical implications are discussed. Consumers' preferences Consumer behavior 2021-07 Thesis http://psasir.upm.edu.my/id/eprint/104567/ http://psasir.upm.edu.my/id/eprint/104567/1/FEM%202022%206%20IR.pdf text en public doctoral Universiti Putra Malaysia Consumers' preferences Consumer behavior Haron, Sharifah Azizah

Moderating effects of consumer corporate identification on purchase intention predictors for local brand automobiles in Abuja, Nigeria and the Klang Valley, Malaysia

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