Abstract:

The main purpose of this study is to verify the behavioral intention of consumers at the top of the pyramid (top-tier consumers, hereafter) in Taipei to buy LEXUS luxury sedans, that is, to verify respectively the impacts of Taipei's top-tier consumers' attitude, subjective norm, and perceived behavioral control on their behavioral intention to buy LEXUS luxury sedans. In this study, the primary interviewed research targets are top-tier consumers in Taipei, Purposive Sampling is adopted as the sampling method, Structural Equation Modeling (SEM) is used to verify the goodness-of-fit between the Overall Model, its Structural Model and Measurement Model. The research findings show that Taipei's top-tier consumers': (1) Attitude has a significant positive effect on their behavioral intention; (2) Subjective norm has a significant positive effect on their behavioral intention; and (3) Perceived behavioral control has a significant positive effect on their behavioral intention to buy LEXUS luxury sedans. The research results may serve as a reference for LEXUS luxury sedan dealers or relevant business operators in developing marketing strategies. Keywords: Behavioral Intention, Structural Equation Modeling (SEM), Theory of Planned Behavior (TPB).

Keywords: