Purchasing Intentions Analysis of Hybrid Cars Using Random Forest Classifier and Deep Learning

Abstract

In developed or first-world countries, hybrid cars are widely utilized and essential in technological development and reducing carbon emissions. Despite that, developing or third-world countries such as the Philippines have not yet fully adopted hybrid cars as a means of transportation. Hence, the Sustainability Theory of Planned Behavior (STPB) was developed and integrated with the UTAUT2 framework to predict the factors affecting the purchasing intentions of Filipino drivers toward hybrid cars. The study gathered 1048 valid responses using convenience and snowball sampling to holistically measure user acceptance through twelve latent variables. Machine Learning Algorithm (MLA) tools such as the Decision Tree (DT), Random Forest Classifier (RFC), and Deep Learning Neural Network (DLNN) were utilized to anticipate consumer behavior. The final results from RFC showed an accuracy of 94% and DLNN with an accuracy of 96.60%, which were able to prove the prediction of significant latent factors. Perceived Environmental Concerns (PENCs), Attitude (AT), Perceived Behavioral Control (PBC), and Performance Expectancy (PE) were observed to be the highest factors. This study is one of the first extensive studies utilizing the MLA approach to predict Filipino drivers’ tendency to acquire hybrid vehicles. The study’s results can be adapted by automakers or car companies for devising initiatives, tactics, and advertisements to promote the viability and utility of hybrid vehicles in the Philippines. Since all the factors were proven significant, future investigations can assess not only the behavioral component but also the sustainability aspect of an individual using the STPB framework.