Examining the two‐dimensional perceived marketplace influence and the role of financial incentives by SEM and ANN

Abstract

In recent years, research on sustainable consumption has been particularly relevant, highlighting the importance of the collective over the individual to reduce pollution. This study focuses on the study of the perceived marketplace influence (PMI) concept in its organizational and consumer dimensions, together with the financial incentives that exist in the adoption of electric cars and their effect on green customer engagement. A sample of 382 potential buyers of electric vehicles was obtained. A new hybrid analytical approach was taken structural equation modelling and artificial neural network. The research found the most significant variables affecting purchase intention were financial incentives, followed by PMI Organization and finally PMI Consumer. The results of artificial neural network analysis confirmed all the findings of the structural equation modelling, although the importance of each PMI dimension is different for each technique used. The conclusions point to new business opportunities that can be exploited by companies selling this green technology.

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“…Additionally, the hybrid method achieves more efficient, robust and valuable results (Hew et al. , 2019; Higueras-Castillo et al. , 2023).…”

“…Therefore, this study, similar to Ng et al (2022), adopts a two-stage SEM-ANN scheme to compensate each other for methodological limitations to concurrently fulfill the dual objectives of hypothesis testing and prediction. Additionally, the hybrid method achieves more efficient, robust and valuable results (Hew et al, 2019;Higueras-Castillo et al, 2023). Thus, this paper exploits a multilayer perceptron (MLP) in Statistical Product and Service Solutions (SPSS) to train data and evaluate the importance of predictors.…”