Factors affecting generation Y hybrid vehicle purchasing intention using internet advertising

Abstract

The purpose of this study is to find factors affecting generation Y hybrid vehicle purchasing intention using internet advertising. The variable consists emotion, self-image, product information and purchasing intentions stated as independent variable for this study. The respondents were 150 generation Y in Johor Bahru and it represent generation Y population in Malaysia. Statistical technique such as descriptive analysis, t-test, ANOVA and inferential analysis, multiple regression were used in this study. Descriptive analysis showed no positive significant relationship in relation of purchasing intentions. However, inferential analysis found there is a strong significant relationship on among factor affecting generation Y hybrid vehicle purchasing intention using internet advertising. Research identified self-image as the strongest factor in affecting generation Y hybrid vehicle purchasing intention. Future study should look into other factors on the generation Y hybrid vehicle purchasing intention using internet advertising.