A Study On Malaysian Households’ Purchase Intention Of Water Purifier
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Date
2014
Authors
Nadarajan, Nedumaaran
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Drinking water quality has been one of the main concerns of Malaysian households
today. Despite government’s continuous efforts to improve water quality, concerned households
are installing domestic water purifiers at their own cost for added peace of mind. However, why
households acted to purchase water purifiers is still not fully understood. The main aim of this
investigation is to identify factors that influence Malaysian households’ purchase intention of
water purifier. Cognitive, affective and behavioural or the CAB model is used to examine factors
that influence Malaysian households purchase intention of water purifier. The study utilized a
survey method on 304 households in Kedah, Penang and Selangor. Data were analyzed using
several statistical methods, including multiple regression and hierarchical regression. The results
show that majority of respondents’ (51.3 %) are willing to pay RM 301 – RM 1000 to purchase a
water purifier. Results suggest that the underlying factors which influence households purchase
intention of water purifier are perception of poor water quality and prior knowledge. Besides
that, perceived water purifier product value is influenced by households’ health risk concern and
prior knowledge. Perceived product value is also found to be significant mediator between
knowledge and purchase intention while price did not act as moderator between perceived
product value and purchase intention. Several theoretical and practical implications are
discussed. Suggestions for future research are provided.
Description
Keywords
Malaysian households’ purchase , intention of water Purifier