Impacts Of Consumption Values On Hybrid Car Purchasing Intention

The aim of this paper is to investigate the factors that influence hybrid car purchase intention in Cambodia,specifically the roles of consumption values in the automobile scope.The relationship between functional value,social value,emotional value,epistemic value and conditional value with consumers’ intention to purchase hybrid car is studied in this paper.Each variable was measured using 5-point Likert-scale.A set of structured online survey questionnaire is used to collect data from individual consumers in the Capital City of Phnom Penh,Cambodia.SPSS 25 was employed to analyze the data collected;and analysis techniques includes descriptive statistical analysis,exploratory factor analysis and reliability test,correlation matrix,and regression analysis.Five hypotheses were developed for this study.The results have shown that all of the five values of consumption values which are functional value,social value,emotional value,epistemic value,and conditional value have positive relationship with purchase intention.Of these,functional value and epistemic value has the most significant relationship with purchase intention.