Factors influencing purchase intention of motor vehicles during the COVID-19 pandemic: An empirical study in South Africa

Abstract

The study examined the factors influencing motor vehicle purchase intention during the COVID-19 pandemic. The Theory of Planned Behaviour, the Social Judgement Theory, and the Self-Congruency Theory were employed for the study. A quantitative research approach was applied, and data was collected using a questionnaire that 223 respondents completed and selected through convenience sampling. A structural equation model was used to test the proposed conceptual model of the study. The empirical results revealed that perceived value, perceived reliability, and brand awareness of the vehicle, together with the manufacturer’s and/or seller’s website quality, positively impact the consumer’s attitude, which subsequently affects their purchase intentions. The study has both practical and theoretical implications. The findings from the study could assist motor vehicle marketers in developing marketing strategies during a pandemic and provide policymakers with guidelines for the marketing of motor vehicles during a pandemic.