Extended TPB and Product Selection Decisions of Business Customers in the Lighting Equipment Industry

This study aims to examine the factors influencing product selection decisions of business customers in the lighting equipment industry in the context of the transition toward energy-efficient solutions. Based on the Theory of Planned Behavior (TPB), the study proposes an extended model by incorporating two industry-specific factors—technical performance and after-sales service—to better capture the decision-making process in a business-to-business (B2B) environment.
Data were collected from 224 business customers in Vietnam and analyzed using quantitative techniques, including Cronbach’s Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results indicate that technical performance is the most influential factor affecting product selection intention, surpassing traditional psychological and social factors. After-sales service and subjective norms also show significant positive effects, whereas perceived behavioral control is not statistically significant.
The study contributes to the literature by highlighting the critical role of functional factors in B2B purchasing behavior and by identifying the limitations of TPB when applied to high-technology product contexts. In addition, it provides managerial implications for firms in developing competitive strategies based on technical efficiency and service support.

Theory of Planned Behavior (TPB); business-to-business (B2B) purchasing behavior

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