The moderating effect of psychological factors on consumer of electric and hybrid vehicles’ response purchase decisions

摘要

This research provides an analysis and evaluation of consumer purchasing behavior using green electronic marketing of vehicles diversification into new markets, focusing on Electrical Vehicles (Ev) and Hybrid Vehicles (Hv). The world has been making remarkable efforts to make everything green and cleaner by the help of the advanced technology, including transportation. The technology especially the E marketing, social media, etc. focuses on orienting people to believe that hybrid and electrical vehicles generate less pollution, will save money and reduce dependence on natural sources of fuel. This research aims to inspect the relationship between Stimuli Factors, Electrical Vehicles’ (Ev) and Hybrid Vehicles’ (Hv) Consumers and Response Purchase Decisions (S-O-R), in addition to inspect the moderation effects of Psychological Inputs on S-O-R relationship in Vehicle industry of Jordan. The current research used quantitative method to gather accessible data from the sample of the study. Variables used in this study include HVsandEVs consumers, Stimuli factors (marketing inputs, external environment) and positive psychological inputs and response purchase decisions. Partial Least Squares (PLS) approach as a statistical method was used to analyze the data. Results indicate that all the relations had a positive significant, except the interactional relationship be-tween Stimuli factors which includes marketing inputs, external environment, and positive psychological inputs, affect response purchase decisions. In other words, the mediation (HVsandEVs consumers) shows valuable change for the prediction of response purchase decisions while, moderated effect of psychological inputs did not make change.