家庭购车决策中的角色差异研究

发布时间：2018-05-22 11:22

本文选题：家庭 + 购买过程　；参考：《山东大学》2013年硕士论文

【摘要】：目前,中国已成为全球汽车销售的主要新兴市场,在汽车销售中,家庭汽车销量的比重越来越大。了解不同家庭角色在汽车购买决策中的作用及差异,对汽车业及相关行业营销策略的制定具有重要参考价值。消费行为的一般过程包括刺激认知、行为起动、产品确定、产品获得和消费体验等相互连接的五个阶段；而消费者的购买过程则包括五个阶段：需要确认、收集信息、评价方案、决策制定和购后行为。其中,产品确定阶段是整个消费过程中最重要的购买决策阶段。作为一种商品,汽车具有价格相对昂贵、品牌差异大、功能复杂等特点,消费者一般缺乏必要的汽车知识,尤其是技术指标,消费者在购买这类商品时通常慎重选择,仔细对比,以求降低购买行为的风险,从这一意义上讲,购买汽车的消费行为通常是复杂性购买行为。通过对相关文献的广泛研究和大量阅读,基于结构方程模型原理与汽车产品的特点,本文选取与汽车购买决策密切相关的8个维度的37项指标,来研究家庭的角色对汽车购买决策的影响。这8个维度分别是：车型偏好程度(诸如车系、品牌等)、汽车的经济性、安全性、操作性、舒适性和售后服务。每个维度的又包含若干个测量指标,通过调查不同家庭角色在37个不同指标上的差异,来总结与分析不同家庭成员,主要夫妻在汽车购买决策上的差异。研究表明,男性在家庭购买汽车时,更注重的是的汽车的车型偏好、美观性、环保性,而对汽车的经济性、安全性、操作性则相对忽视；而妻子比较注意汽车的经济性、舒适性与环保性,而相对忽视汽车的汽车的车型偏好、安全性与操作性。也就是说,夫妻在汽车购买时所考虑的因素存在差异。
[Abstract]:China has become the world's leading emerging market for auto sales, with a growing share of household car sales. Understanding the role and difference of different family roles in automobile purchase decision has important reference value for automobile industry and related industry marketing strategy formulation. The general process of consumer behavior consists of five interrelated stages: stimulating cognition, behavioral initiation, product determination, product acquisition and consumption experience, while the process of consumer purchase includes five stages: need to confirm, collect information, etc. Evaluate program, decision-making and post-purchase behavior. Among them, the product determination stage is the most important purchase decision stage in the whole consumption process. As a kind of commodity, automobile has the characteristics of relatively expensive price, big brand difference, complex function and so on. Consumers generally lack the necessary knowledge of automobile, especially the technical index. Consumers usually choose carefully when buying this kind of goods. Carefully contrasting to reduce the risk of buying, in this sense, buying a car is usually a complex purchase behavior. Based on the principle of structural equation model and the characteristics of automobile products, this paper selects 37 indexes of 8 dimensions which are closely related to automobile purchase decision. To study the impact of family roles on car purchase decisions. The eight dimensions are: the degree of vehicle preference (such as car system, brand, etc.), car economy, safety, operability, comfort and after-sales service. Each dimension also contains a number of measurement indicators, by investigating the differences of different family roles in 37 different indicators, to summarize and analyze the differences between different family members and major couples in automobile purchase decisions. Studies have shown that when a man buys a car in his family, he pays more attention to his car's car preference, beauty, environmental protection, while his wife pays more attention to the car's economy, safety and maneuverability, while his wife pays more attention to the economy of the car. Comfort and environmental protection, but relative neglect of vehicle preferences, safety and operability. In other words, there are differences in the factors that husband and wife take into account when buying a car.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F426.471

【参考文献】