Determinants of Foreign Automobile Purchase behaviour in Malaysia: A Conceptual Integration of the Theory of Planned behaviour and Signaling Theory

Abstract

Foreign automobile brands in Malaysia operate in a market shaped by intensified local competition, shifting consumer preferences, and growing pressure to reflect actual purchasing behaviour better. This conceptual paper synthesises the study into a focused framework that explains foreign automobile purchase behaviour by jointly accounting for behavioural drivers and market signals. Drawing on the Theory of Planned Behaviour and Signaling Theory, the paper positions attitude, subjective norm, and perceived behavioural control as core behavioural predictors, while perceived product quality and brand credibility are treated as extrinsic signals that reduce uncertainty in high-involvement automobile decisions. The paper argues that actual purchase behaviour offers a stronger conceptual outcome than purchase intention in this context because automobile acquisition involves financial commitment, extended evaluation, and substantial risk. Building on the study’s literature synthesis and framework development, five propositions are advanced linking these determinants to actual foreign automobile purchase behaviour. The paper contributes by narrowing the explanatory gap between behavioural intention models and realised consumer action, while clarifying how signaling variables strengthen consumer confidence in foreign automobile brands.