The Car-Purchasing Intention of the Youth in the Context of Online Car-Hailing: The Extended Theory of Planned Behavior

Abstract

Online car-hailing services have become an integral part of people’s daily travel in China. Considering that young people are the major consumer group in car purchases, it is worth investigating how the experience of online car-hailing services affects their intention to purchase a car. Based on the extended theory of Planned Behavior, this study found that the factors that negatively impact the car purchase intention of the youth are firstly the public transportation service quality, followed by the risks of private cars, and finally the online car-hailing services quality. Elevating the convenience and comfort of public transportation is conducive to reducing car purchasing intention. The indirect effect of online car-hailing services on car purchase intention is greater than its direct effect, and the most important factor is attitude. The car purchase intention is significantly heterogeneous across age and annual household income groups. Improving the convenience of public transportation will reduce the car purchase intention of people in the early youth. For middle and later youth, providing demand-responsive transit for important individuals to meet their diverse needs can reduce car purchase intention. As for online car-hailing services, youth care most about their convenience and comfort and worry most about their safety. Providing better online car-hailing services can reduce the car-purchasing intention of youth.