Research factors positively affecting the purchase intention of Toyota in Vinh Long City

Abstract

We study how Research factors positively affecting the purchase intention of Toyota in Vinh Long City. Based on the Theory of Planned Behavior (TPB) and studies on car buying behavior, the research has proposed a research model and interviewed 210 customers in Vinh Long city by non-probability sampling method (convenient sampling). Cronbach’s Alpha (a measure used to assess the reliability, or internal consistency, of a set of scale or test items), EFA (Exploratory Factor Analysis), and Linear Regression method were used in this study. The research results show that there are 05 factors affecting consumer’s purchase intention when buying Toyota in Vinh Long City, including subjective norms, brand identity, quality service guaranteed, market price, and satisfaction. The research is an extension of the Theory of Planned Behavior Model as well as proposing a practical implication of some key factors affecting consumers’ intentions to purchase Toyota.