Purchase intention model applied to the Light Transport Vehicle - Taxis (VTLT) sector
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Abstract
Understanding which are the variables that influence the purchase intention of a certain product is essential to propose strategies that allow to better reach the customer. For this, the objective of this study is to propose a causal model that seeks to measure the purchase intention applied to the sector of Light Transportation Vehicles - Taxis, and thus, determine some of the factors that influence when making the purchase. For the study, surveys were applied to a sample of 390 taxi drivers divided equally in the cities of Quito, Guayaquil and Cuenca, whose analysis was carried out through a confirmatory factor analysis and structural equations. The results indicated that brand credibility has a direct and indirect relationship with all the factors of the study, making this factor one of the most important to take into account in the Light Transportation Vehicle - Taxis sector. It is concluded that the consumer seeks trust and experience of the brand through its credibility; so the players in the automotive industry in the sector should focus their resources to create an image of trustworthy brands, making promises that they can fulfill.
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