2017 Volume 53 Issue Supplement2 Pages S540-S543
This study aims to validate a product design model using the concept of pre-purchase affect in a case study of car design in the Philippines. It is hypothesized that car attributes related to form can explain the experience of intense emotion in the car buying process and that this experience influence purchase intention. A field study was conducted in car dealerships of four car companies in the Philippines. A total of 103 samples were gathered consisting mostly of expert car buyers. Results of the study indicated that affective responses of consumers are triggered by both product form and function. However, more variables related to product form can explain the intensity of PPA such as shape and dimension. Intense experience of affect triggered a greater chance of purchasing the product.
