Purchase Intention of SUV Category Automobiles: Determinant Factors from the Customer Perspective

ABSTRACT The study aimed to verify the impact of brand awareness, brand credibility, perceived quality, and perceived innovation as determinants of the intention to purchase SUV automobiles. For this purpose, quantitative research was carried out by applying a survey, with a convenience sample composed of 237 customers intending to purchase SUVs. Multivariate statistics were used to analyze the data through the Structural Equation Modeling approach. The study’s main contributions confirm that brand awareness positively impacts the SUV’s perceived quality, brand credibility, perceived innovation, and purchase intention. Brand credibility directly affects the SUV’s perceived quality. Perceived innovation also influences the SUV’s perceived quality. However, perceived innovation did not positively impact the purchase intention.摘要 本研究旨在验证品牌知名度（brand awareness）、品牌可信度（brand credibility）、感知质量（perceived quality）及感知创新（perceived innovation）作为SUV汽车购买意向决定因素的影响效果。为此，本研究通过问卷调查开展定量研究，纳入由237名有意向购买SUV的消费者构成的便利抽样样本。研究采用多元统计方法，借助结构方程模型（Structural Equation Modeling）对数据进行分析。本研究的主要贡献证实：品牌知名度对SUV的感知质量、品牌可信度、感知创新及购买意向均存在正向影响；品牌可信度直接正向作用于SUV的感知质量；感知创新同样会对SUV的感知质量产生影响。但值得注意的是，感知创新并未对购买意向产生正向影响。