Factors impacting consumer behavior in adoption of high technology consumer durables

Abstract

newline Marketing high involvement consumer durables is different; and so is its purchase. In fact, purchasing consumer durables is a complex and involved process for the consumer, whereby s/he has to ponder over, and weigh a lot of variables before newlinemaking the commitment to purchase (Vaidyanathan and Aggarwal, 2001). A newlineconsumer generally has a lot of expectations from a high involvement product (e.g. newlinea car); and therefore, is likely to see a greater perceived risk in its purchase newline(Vaidyanathan and Aggarwal, 2001). Herein, it may be noted that consumer behavior newlineinvolving consumer durables is largely influenced by both direct and indirect newlinefactors. While indirect factors include both economic and demographic variables, newlinedirect factors include marketing and psychological variables (Zwierzyand#324;ski, 2017, newlineSielska and Rembisz, 2015). Literature on consumer behavior dealing with consumer durables, especially involving high-tech cars for instance, has been a less-researched area. newlineNevertheless, the few existing studies in these lines have primarily focused on the newlineindirect impact of both economic and demographic factors. For example, Wang et newlineal., (2020) studied electric vehicles (EVs), and determined that its demand is newlinemainly influenced by national policies, infrastructure, demographic factors, and newlinesafety awareness. Notably, there is much that can be contributed to theory, especially in terms of variables that influence both the purchase and adoption of newlinehigh-tech consumer durables, such as quality cues, sales promotion, privacy newlineconcerns, consumer psychographics, along with an interplay between all these factors. It has also been noticed that most research in this area has been within the newlineambit of advanced economies like the US and EU, with very little work done in newlinedeveloping countries (De Run and Jee, 2009). In order to address this gap, this paper seeks to study how consumers attitude and newlinehis/her intention to purchase high-tech cars, a high involvement consumer durable, newlineare influenced by various factors.