Camry Mobil Hybrid Terbaik Indonesia Buyers of hybrid cars reported that they valued social-image factors more than the quality and appeal of the car. The items that were held as being the most important by hybrid-car buyers were that the car made them look good, that the car made them equal to family members, was the same brand as those used by their friends and family. They indicated that it was important for them to be seen driving an environmentally friendly car and that they were strongly considering a hybrid car because others have them. Least important was the quality and build of the vehicle.
Hybrid buyers did not consider purchase and running costs in their decision making process, but costs were among the most important items evaluated by buyers of conventional cars. To rule out socio-demographic reasons that may lead hybrid buyers to be insensitive to costs, we performed a co-variance check by comparing the income and demographics of respondents from both models 1 and 2. We found no significant differences in those belonging to each group.
Camry Mobil Hybrid Terbaik Indonesia Compared to the buyers in model 1, hybrid car buyers in model 2 used fewer items to evaluate vehicle quality and functionality. This partially explains why they ascribed less importance to quality and function. Instead, hybrid buyers reported that peer and family opinions, and whether driving a hybrid gave them a “green image” as being most important. This suggests that hybrid buyers use the car to gain acceptance-into and to fit-in-with these reference groups. This observation appears to be further supported by the questions, “I need to buy a hybrid because others have them” and “(It is) Important for me to be seen driving an environmentally friendly car”, loading together as a significant factor called “Green Image” for hybrid buyers. These items failed to load for buyers of conventional vehicles (model 1). This suggests the impetus for buying a hybrid vehicle, at least for the respondents in model 2 of this study, is extrinsically motivated by their need for acceptance by their referent groups.
If hybrid car buyers are heavily influenced by referent groups of family and peers, and they obtain extrinsic social rewards from driving a hybrid, then they may be buying a hybrid “for show”. This theory is supported by the conspicuous absence of questions seeking to measure intrinsic reasons for buying a hybrid car entering into model 2, which measured hybrid-car buyers’ evaluative criteria for purchase. While intrinsic reasons were not expected to be salient for buyers of conventional cars, many of the articles reviewed here reported that it was intrinsic motivations that drove the adoption of hybrid vehicles and other eco-friendly products. It was reasoned that more people are becoming environmentally aware and, as a result, are buying hybrid cars. Our findings do not support this view. We find that intrinsic motivations do not enter into the evaluation sets of hybrid car buyers. The results suggest that hybrid buyers may portray themselves as being more environmentally sensitive than they really are and chose to drive a hybrid to advertise this sensitivity. As Barr (2004) noted, “…it might be stated that some of us are environmentalists, but the rest of us know how to sound like environmentalists” (p. 246). It is also possible that by choosing an eco-friendlier vehicle, hybrid buyers have already accounted for their eco-sensitivity. However, our results fail to support this as the questions measuring intrinsic motivations did not enter into their consideration sets. Camry Mobil Hybrid Terbaik Indonesia
This article has reported the results of an investigation into the latent dimensions used to evaluate car purchase by consumers who were considering buying a hybrid-electric car. These dimensions were compared to a group of respondents who were thinking of buying a conventionally fuelled vehicle. These two groups of car buyers were actively evaluating automobiles for purchase in the next twelve months and had saved money or had access to funds to purchase a vehicle.
We found that respondents choosing hybrid vehicles evaluated the purchase differently from buyers choosing conventional vehicles. At least in this sample, hybrid buyers were mainly concerned with whether the car would improve their social standing and personal image. This finding is consistent with that reported by Griskevicius, Tybur & Van den Bergh (2010). Buyers of conventional cars were more concerned with the car’s functionality, cost and quality and were less concerned wither the car made them socially popular. What this article added to the literature is that we now have an idea of the relative importance of the evaluative criteria for petrol-electric hybrid vehicle purchase. Our model also provides a map of how the items have loaded into these evaluative dimensions.
Although the sample consisted of many university graduates, the sampling was done in the workplace. It just happened that many of the researchers’ colleagues were graduates. This population was young (22-30) and were the prime market for automobile manufacturers.
Camry Mobil Hybrid Terbaik Indonesia It appears that hybrid cars, at least for our sample, appear to be purchased for social and reasons and not by people who genuinely care for the environment. This finding is reasonable as other research (e.g. Heffner, Kurani & Turrentine 2007) have reported that the most environmentally sensitive consumers preferred to abstain from driving. Our sample of hybrid car buyers is highly influenced by their reference groups. These groups seem to dictate the consumption behaviour of Prius buyers.
Hybrid buyers did not consider purchase and running costs in their decision making process, but costs were among the most important items evaluated by buyers of conventional cars. To rule out socio-demographic reasons that may lead hybrid buyers to be insensitive to costs, we performed a co-variance check by comparing the income and demographics of respondents from both models 1 and 2. We found no significant differences in those belonging to each group.
Camry Mobil Hybrid Terbaik Indonesia Compared to the buyers in model 1, hybrid car buyers in model 2 used fewer items to evaluate vehicle quality and functionality. This partially explains why they ascribed less importance to quality and function. Instead, hybrid buyers reported that peer and family opinions, and whether driving a hybrid gave them a “green image” as being most important. This suggests that hybrid buyers use the car to gain acceptance-into and to fit-in-with these reference groups. This observation appears to be further supported by the questions, “I need to buy a hybrid because others have them” and “(It is) Important for me to be seen driving an environmentally friendly car”, loading together as a significant factor called “Green Image” for hybrid buyers. These items failed to load for buyers of conventional vehicles (model 1). This suggests the impetus for buying a hybrid vehicle, at least for the respondents in model 2 of this study, is extrinsically motivated by their need for acceptance by their referent groups.
If hybrid car buyers are heavily influenced by referent groups of family and peers, and they obtain extrinsic social rewards from driving a hybrid, then they may be buying a hybrid “for show”. This theory is supported by the conspicuous absence of questions seeking to measure intrinsic reasons for buying a hybrid car entering into model 2, which measured hybrid-car buyers’ evaluative criteria for purchase. While intrinsic reasons were not expected to be salient for buyers of conventional cars, many of the articles reviewed here reported that it was intrinsic motivations that drove the adoption of hybrid vehicles and other eco-friendly products. It was reasoned that more people are becoming environmentally aware and, as a result, are buying hybrid cars. Our findings do not support this view. We find that intrinsic motivations do not enter into the evaluation sets of hybrid car buyers. The results suggest that hybrid buyers may portray themselves as being more environmentally sensitive than they really are and chose to drive a hybrid to advertise this sensitivity. As Barr (2004) noted, “…it might be stated that some of us are environmentalists, but the rest of us know how to sound like environmentalists” (p. 246). It is also possible that by choosing an eco-friendlier vehicle, hybrid buyers have already accounted for their eco-sensitivity. However, our results fail to support this as the questions measuring intrinsic motivations did not enter into their consideration sets. Camry Mobil Hybrid Terbaik Indonesia
This article has reported the results of an investigation into the latent dimensions used to evaluate car purchase by consumers who were considering buying a hybrid-electric car. These dimensions were compared to a group of respondents who were thinking of buying a conventionally fuelled vehicle. These two groups of car buyers were actively evaluating automobiles for purchase in the next twelve months and had saved money or had access to funds to purchase a vehicle.
We found that respondents choosing hybrid vehicles evaluated the purchase differently from buyers choosing conventional vehicles. At least in this sample, hybrid buyers were mainly concerned with whether the car would improve their social standing and personal image. This finding is consistent with that reported by Griskevicius, Tybur & Van den Bergh (2010). Buyers of conventional cars were more concerned with the car’s functionality, cost and quality and were less concerned wither the car made them socially popular. What this article added to the literature is that we now have an idea of the relative importance of the evaluative criteria for petrol-electric hybrid vehicle purchase. Our model also provides a map of how the items have loaded into these evaluative dimensions.
Although the sample consisted of many university graduates, the sampling was done in the workplace. It just happened that many of the researchers’ colleagues were graduates. This population was young (22-30) and were the prime market for automobile manufacturers.
Camry Mobil Hybrid Terbaik Indonesia It appears that hybrid cars, at least for our sample, appear to be purchased for social and reasons and not by people who genuinely care for the environment. This finding is reasonable as other research (e.g. Heffner, Kurani & Turrentine 2007) have reported that the most environmentally sensitive consumers preferred to abstain from driving. Our sample of hybrid car buyers is highly influenced by their reference groups. These groups seem to dictate the consumption behaviour of Prius buyers.