中国消费者汽车购买意图的影响要因分析及相关探究
A Study on Purchase Intention of Chinese Consumers toward the Automobile
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The goal of this research is to explore the relationship between AutomobileAttributes, Brand Image and Chinese consumers’ Purchasing Intention inChinese Auto market. For this purpose, a network survey questionnaire wasgiven to 153 consumers located in China. The collected data was analyzedthrough SPSS 21.0 which applied Factor Analysis, Frequency Analysis,Correlation Analysis and Multiple Regression Analysis. The results indicate the following findings. First, the AutomobileAttributes(Performance, Safety and Service) had a positive influence on BrandImage. Secondly, the Brand Image and Automobile Attributes(Performance,Style and Safety) was positive correlated with Consumers’ PurchasingIntention. Thirdly, Brand Image had an indirect effect on the relationshipbetween Automobile Attributes(Performance and Safety) and Consumers’Purchasing Intention.
Abstract
The goal of this research is to explore the relationship between AutomobileAttributes, Brand Image and Chinese consumers’ Purchasing Intention inChinese Auto market. For this purpose, a network survey questionnaire wasgiven to 153 consumers located in China. The collected data was analyzedthrough SPSS 21.0 which applied Factor Analysis, Frequency Analysis,Correlation Analysis and Multiple Regression Analysis. The results indicate the following findings. First, the AutomobileAttributes(Performance, Safety and Service) had a positive influence on BrandImage. Secondly, the Brand Image and Automobile Attributes(Performance,Style and Safety) was positive correlated with Consumers’ PurchasingIntention. Thirdly, Brand Image had an indirect effect on the relationshipbetween Automobile Attributes(Performance and Safety) and Consumers’Purchasing Intention.
참고문헌 (21)
- LUTANSHENG, "中國高中學生多文化意識與態度相關硏究", 동아인문학, (27), pp.309~335 (2014), 동아인문학회
- 姜正根, "汽车营销" (2009), 中国劳动社会保障出版社
- "全国机动车保有量破2.5亿31城市过百万" (2014)[URL]
- 邱 睿, "来源国形象及品牌形象认知对消费者购买行为之影响", 석사, pp.2005
- "汽车工业协会统计信息网"[URL]
- 孟志坚, "中国汽车后市场现状分析及发展趋势探讨", 科协论坛(下半月), (1), pp.147~ (2011)
- 熊光泽, "品牌形象对消费者购买决策的影响研究", 现代物业(中旬刊), (2) (2010)
- 何孝德, "轿车品牌形象的因素结构研究", 박사, pp.2006
- 许丽娟, "对市场营销中产品利益属性的认识及其思考", 考试周刊, (40), pp.203~ (2011)
- Aaker, D. A., "Brand Equity & Advertising: Advertising's Role in Building Strong Brands" (1993), Lawrence Erlbaum Associates
- Aaker, J. L., "Dimensions of Brand Personality", Journal of Marketing Research, 34, pp.347~356 (1997)
- Biel, A., "How brand image drives brand equity", Journal of Advertising Research, 32(6), pp.6~12 (1992)
- Blackwell, R. D., "Consumer behavior" (2001), Harcourt College Publishers
- Dodds, W. B., "The Effect of Brand and Price Information on Subjective Product Evaluations", Advances in Consumer Research, 12(1), pp.85~90 (1985)
- Engle, J. F., "Consumer Behavior" (1982), The Dryden Press
- Fishbein, M., "Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research" (1975), Addison-Wesley
- Keller, L. K., "Strategic Brand Management" (1998), Prentice Hall
- Kotler, P., "Marketing Management" (2003), Prentice Hall
- Mitchell, A. A., "Are Product Attributes the Only Mediator of Advertising Effects on Brand Attitude?", Journal of Marketing Research, 18, pp.318~332 (1981)
- Park, C. W., "Strategic Brand Concept-Image Management", Journal of Marketing, 50(4), pp.135~145 (1980)
- Reynolds, T. J., "Advertising Is Image Management", Journal of Advertising Research, 24, pp.27~37 (1984)