Integrating the PPM and Nicosia Models in Government-Mandated Competency Certification Decisions

Abstract

Introduction: Government-mandated competency certification programs present a unique context for consumer decision-making, in which choices are constrained by regulatory requirements rather than voluntary preference. Understanding how psychological and contextual factors shape perceived value and subsequent purchase decisions in such regulated environments remains an underexplored area in the consumer behavior literature.

Objectives: This study aims to investigate the influence of self-efficacy, perceived benefit, product knowledge, perceived cost, and perceived quality on perceived value and purchase decisions within government-mandated competency certification programs by integrating the Push-Pull-Mooring (PPM) and Nicosia models.

Methods: A quantitative approach was employed using a structured survey administered to 307 respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships among the constructs.

Results: Findings indicate that self-efficacy, perceived benefit, product knowledge, and perceived quality significantly enhance perceived value, whereas perceived cost has no significant effect. Perceived value exerts a strong positive influence on purchase decisions, confirming its central mediating role. Indirect effects further reveal that perceived benefit, product knowledge, and perceived quality significantly influence purchase decisions through perceived value, while the effect of self-efficacy is marginally significant and perceived cost remains non-significant.

Conclusions: The integrated PPM–Nicosia framework offers a robust theoretical lens through which to understand decision-making in mandatory certification contexts. The study underscores perceived value as a critical strategic lever for driving compliance and engagement. Policymakers and certification providers should prioritize enhancing perceived benefits, quality, self-efficacy, and product knowledge, while recognizing that cost considerations are less influential under regulatory compulsion.