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Abstract
The study is to verify the behavioral intentions toward purchasing Hybrid Electric Vehicles. The empirical study was conducted with a total of 358 structural questionnaires completed. The research was structured by the Decomposed Theory of Planned Behavior. The quantitative data was analyzed using Descriptive Statistics, Confirmatory Factor Analysis and Structural Equation Modeling and led to the following conclusion:
(1) Consumers are relatively willing to purchase Hybrid Electric vehicles;
(2) The behavioral intention of consumers toward purchasing Hybrid Electric vehicles was influenced positively by their attitude toward behavior, subjective norm, and perceived behavioral control. Among the mentioned variables, the perceived behavioral control has a greater impact than the other two;
(3) The perceived behavioral control of consumers will be influenced positively by facilitating conditions, and self-efficacy. Between the mentioned variables, the facilitating conditions have a greater impact than the other;
(4) The subjective norm of consumers will be influenced positively by interpersonal influence and social influence. Between the mentioned variables, the interpersonal influence has a greater impact than the other; and
(5) The attitude toward behavior of consumers will be influenced positively by compatibility and perceived usefulness. Between the mentioned variables, compatibility has a greater impact than the other.
According to the conclusion of the study, the specific recommendations were made for the develop policy and operational managers and for further research directions in the future.
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