Examining the influence of functional value, social value and emotional value on purchase intention for tires in Japan

Purpose This study aims to examine the relationships between functional value (quality and price), social value (extrinsic and intrinsic), emotional value and attitude toward a brand, as well as the direct relationship between attitude toward a brand and the purchase intention of tires. This research also explores the moderating effect of social influence on the relationship between attitude toward a brand and purchase intention. Design/methodology/approach A conceptual model based on literature is developed and tested using an online survey, with a sample of 760 active drivers gathered through purposive sample judgment. The data were analyzed using structural equation modeling with AMOS 28 and Hayes Process Macro 4. Findings The results demonstrate that extrinsic social value has a positive direct relationship with attitude toward brands. The findings also indicate that intrinsic social value has a positive influence on attitudes toward brands. Attitude toward a brand is found to have a positive direct relationship with purchase intention. Originality/value This research extends the existing literature on consumption values and offers insights into the specific values that influence attitudes toward tire brands as well as purchase intention. The findings provide insights to tire businesses in values that they could focus on when developing strategies to increase positive brand attitude and purchase intention.