Application Of Theory Of Planned Behaviour To Predict Consumer Intention To Purchase Safer Car
The fatality reduction of141 car occupants recorded from year 2013 to 2014indirectly indicates the significant improvement of car safety in Malaysia. This could be partly due to the stricter legislation implemented by the government and also the emerging automobile safety ratingprogram known as New Car Assessment Program for Southeast Asian Countries (ASEAN NCAP). Nevertheless, its benefit in improving the safety of car occupants will not be optimized if the consumers do not purchase the safer cars as behavior changes. Therefore, this study is employed to explore the behavior of consumers with regards to safer car purchasing. The conceptual framework based on Theory of Planned Behavior (TPB) is proposed and the developed instrument has been tested which appeared valid and reliable. The proposed hypotheses were met as well based on preliminary analyses.
Keywordsó ASEAN NCAP, Car Safety, Purchase Intention, Road Traffic Accident, Theory of Planned Behavior.