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

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.

Foreign automobile purchase behaviour,

1. Ajzen, I. (1991). The theory of planned behaviour. Organisational Behaviour and Human Decision Processes, 50(2), 179–211. [Google Scholar] [Crossref]

2. Ajzen, I. (2002). Perceived behavioural control, self‐efficacy, locus of control, and the theory of planned behaviour. Journal of Applied Social Psychology, 32(4), 665–683. [Google Scholar] [Crossref]

3. Ajzen, I. (2020). The Theory of Planned Behaviour: Frequently Asked Questions. Retrieved from TPB author site. (Review updating foundational TPB constructs.) [Google Scholar] [Crossref]

4. Akerlof, G. A. (1970). The market for “lemons”: Quality uncertainty and the market mechanism. Quarterly Journal of Economics, 84(3), 488–500. [Google Scholar] [Crossref]

5. Akdeniz, M. B., Calantone, R. J., & Voorhees, C. M. (2014). Signaling quality: An examination of the effects of marketing- and nonmarketing-controlled signals on perceptions of automotive brand quality. Journal of Product Innovation Management, 31(4), 728–743. [Google Scholar] [Crossref]

6. Ali, A., Hassim, A. A., & Shamsudin, M. F. (2017). Exploring factors attracting purchase intention of imported automobiles among consumers in Malaysia. Asia-Pacific Journal of Social Science Research, 2(1), 27–35. [Google Scholar] [Crossref]

7. Atiyah, M. N., & Kusumawati, F. (2022). The influence of Attitude, subjective norm, perceived behavioural control and knowledge environment on purchase intention of hybrid cars. Journal of Management and Energy Business, 2(2). [Google Scholar] [Crossref]

8. Bernama. (2024, May 17). Malaysia overtakes Thailand as ASEAN’s second-biggest auto market. AWANI International. https://international.astroawani.com/malaysia-news/malaysia-overtakes-thailand-aseans-secondbiggest-auto-market-470978 [Google Scholar] [Crossref]

9. Boo, S. Y., & Tan, C. (2024). Electric vehicles purchase intention: The role of mediators using an extended TPB model. Journal of Contemporary Marketing Science, 7(2), 158–183. [Google Scholar] [Crossref]

10. Bouteraa, M., Al-Daihani, M., Chekima, B., Ansar, R., Tamma, E., Lada, S., Baddou, A., Elkheloufi, A., & Ming Fook, L. (2023). A Multi-Analytical Approach to Investigate the Motivations of Sustainable Green Technology in the Banking Industry. International Journal of Social Ecology and Sustainable Development, 15(1), 1–32. [Google Scholar] [Crossref]

11. Bouteraa, M., Tamma, E., Aichouche, M. E. H., Achour, S., Lada, S., Ansar, R., Fook, L. M., & Chekima, B. (2023). International Joint Ventures’ Knowledge Acquisition: Critical Literature Review. Sustainability, 15(8), 6364. [Google Scholar] [Crossref]

12. Cai, X., Li, D., & Wang, C. (2024). Auto parts quality certification and manufacturer regulation: An evolutionary game theory perspective. Managerial and Decision Economics, 45(4), 2459–2472. [Google Scholar] [Crossref]

13. Chekima, F. Z., & Chekima, B. (2019). Celebrity Credibility Influence on Cosmetic Product Purchase Intention. Exploring the Dynamics of Consumerism in Developing Nations, 153–175. https://doi.org/10.4018/978-1-5225-7906-9.ch007 [Google Scholar] [Crossref]

14. Chekima, B., Bouteraa, M., Ansar, R., Lada, S., Fook, L. M., Tamma, E., Abdul Adis, A.-A., & Chekima, K. (2023). Determinants of Organic Food Consumption in Narrowing the Green Gap. Sustainability, 15(11), 8554. https://doi.org/10.3390/su15118554 [Google Scholar] [Crossref]

15. Chinedu, A. H., Haron, S. A., Hashim, A. H., & Ho, J. A. (2023). An extended model of the theory of planned behaviour to predict purchase intention for local brand vehicles produced in Malaysia. International Journal of Academic Research in Business and Social Sciences, 13(10), 189–208. [Google Scholar] [Crossref]

16. Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. [Google Scholar] [Crossref]

17. Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198. [Google Scholar] [Crossref]

18. Febrilia, I., Rahmi , R., Lada, S., & Chekima, B. (2024). Online Impulse Buying: Investigating the Role of E-Commerce Attributes, Customer Motivation, and Urge to Buy Impulsively. The Journal of Behavioral Science, 19(1), 95–108. https://so06.tci-thaijo.org/index.php/IJBS/article/view/266699 [Google Scholar] [Crossref]

19. Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley. [Google Scholar] [Crossref]

20. Fishbein, M., & Ajzen, I. (2010). Predicting and changing behaviour: The reasoned action approach. Psychology Press. [Google Scholar] [Crossref]

21. Jayaraman, K., Arumugam, S., Mohan Kumar, K., & Kiumarsi, S. (2018). Factors influencing the purchase decision of non-national cars in Malaysia: An empirical study. Global Business and Management Research: An International Journal, 10(1), 150–161. [Google Scholar] [Crossref]

22. Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66–79. [Google Scholar] [Crossref]

23. Lada S, Chekima B, Ansar R, Lim MF, Bouteraa M, Abdul Adis A, Abd Karim MR, Yong K (2024). Strategic alternatives for Muslim-friendly homestay in Sabah, Malaysia: a SWOT/TOWS analysis. Journal of Islamic Marketing, Vol. 15 No. 6 pp. 1534–1559. [Google Scholar] [Crossref]

24. Li, X., Lim, M.-F., Ramlee, A. N. A., & Chekima, B. (2024). Brand Authenticity: A 21-Year Bibliometric Review and Future Outlook. Sage Open, 14(3). [Google Scholar] [Crossref]

25. Li, L., Xiaobing, L., & Chekima, B. (2024). Assessing the growth and spatial-temporal evolution of China’s digital economy. Asian Development Policy Review, 13(1), 12–24. https://doi.org/10.55493/5008.v13i1.5219 [Google Scholar] [Crossref]

26. Lye, G. (2025, July 16). National car brands hold 63 percent market share in Malaysia as non-national car sales down 7.9 percent in 1H 2025. Paultan. https://paultan.org/2025/07/16/national-car-brands-hold-63-market-share-in-malaysia-as-non-national-car-sales-down-7-9-in-1h-2025 [Google Scholar] [Crossref]

27. Malaysian Automotive Association. (2025). Market review 2024. https://www.maa.org.my/pdf/Market-Review-2024.pdf [Google Scholar] [Crossref]

28. Spence, M. (1973). Job market signaling. Quarterly Journal of Economics, 87(3), 355–374. [Google Scholar] [Crossref]

29. Stylidis, K. (2020). Perceived quality of cars. A novel framework and evaluation methodology [PhD thesis].https://www.researchgate.net/publication/338595770_Perceived_Quality_of_Cars_A_Novel_Framework_and_Evaluation_Methodology [Google Scholar] [Crossref]

30. WapCar. (2025, January 21). Malaysia's new car sales hit record 816,747 units in 2024; MAA forecasts 780k in 2025. https://www.wapcar.my/news/malaysia-new-car-sales-hit-record-816747-units-in-2024-maa-forecasts-780k-in-2025-75077 [Google Scholar] [Crossref]

31. Yong, K., Zainal, N. T. A., & Chekima, B. (2021). The Relationship between Entrepreneurial Competencies and Entrepreneurial Success Among Homestay Entrepreneurs in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(6). [Google Scholar] [Crossref]

• A Study on Utilisation on Vidiyal Payanam with Special Reference to Udumalpet
• Influence of Sales Promotional Strategies on Water Purifier Purchase: A Study
• Voluptatem exercitat
• Beatae voluptatum eanfjnjfnjnj
• Analysis of Marketing Strategies in Newbridge College During Covid-19 Pandemic