我国农村轿车消费行为的影响因素研究

发布时间：2019-06-26 22:18

【摘要】：近几年,我国农村居民收入稳步增长,消费水平日渐提高,消费结构不断改善。汽车下乡政策的实施和农村交通环境的改善,使得轿车逐步走进农村居民的视野,随着农村居民对轿车的需求愿望增强以及汽车企业对农村市场的关注增高,农村市场的发展潜力巨大。因此研究我国农村轿车消费行为影响因素具有重要的理论意义和现实意义。本文基于我国农村居民的消费现状和消费行为学等相关理论,初步构建了我国农村轿车消费行为影响因素模型,并提出相应假设。在问卷编制方面,基于科特勒的“刺激—反应”模型设计实证调查问卷,采取访谈式预调查的方式修正问卷,编写了正式问卷。运用SPSS17.0统计软件对问卷数据进行了描述性统计分析、可靠性分析、因子分析和二元Logistic回归分析。通过实证分析,本文得到了我国轿车消费行为影响因素的优化模型,以及我国农村轿车消费者的购买决策过程框架模型。研究结果表明,影响我国轿车消费者购买行为因素主要有个人因素、消费者价值观、社会相关群体、政策环境和产品／服务属性。在个人因素方面,农村居民的家庭收入状况、居住地区以及文化水平对农村居民轿车消费行为的显著性影响比较突出,职业和婚姻状况对购买行为的影响相对弱一些,而年龄、性别对农村居民的购车行为没有影响；消费者的价值观对农村轿车消费者的购买行为有着中强度的负向影响；社会相关群体、政策环境、产品／服务属性对农村轿车消费者的购买行为具有正向的显著性影响。针对以上研究,本文从产品、价格、渠道和促销的角度提出了有关农村轿车市场拓展的营销建议。最后本文指出了研究存在的不足以及后续研究的方向。本文创新点：(1)分析了农村消费者的购买特点,据此构建了我国农村轿车消费行为的影响因素模型,并基于科特勒的“刺激—反应”模型设计实证问卷调查,通过可靠性分析、因子分析和二元Logistic回归分析得到我国农村轿车消费行为影响因素的优化模型；(2)通过实证分析,构建了农村消费者购买决策过程框架模型；(3)根据两大模型和农村轿车市场拓展现状,提出拓展农村轿车市场的营销策略。
[Abstract]:In recent years, the income of rural residents in China has increased steadily, the consumption level has been increasing day by day, and the consumption structure has been constantly improved. With the implementation of the policy of going to the countryside and the improvement of the rural traffic environment, cars gradually enter the field of vision of rural residents. With the increasing desire of rural residents for cars and the increased attention of automobile enterprises to the rural market, the development potential of rural markets is huge. Therefore, it is of great theoretical and practical significance to study the influencing factors of rural car consumption behavior in China. Based on the current consumption situation and consumer behavior of rural residents in China, this paper initially constructs the influencing factors model of rural car consumption behavior in China, and puts forward the corresponding assumptions. In the aspect of questionnaire preparation, an empirical questionnaire was designed based on Kotler's "stimulus-response" model, and an interview pre-survey was adopted to revise the questionnaire, and a formal questionnaire was prepared. Descriptive statistical analysis, reliability analysis, factor analysis and binary Logistic regression analysis of questionnaire data were carried out by using SPSS17.0 statistical software. Through empirical analysis, this paper obtains the optimization model of the influencing factors of car consumption behavior in China, and the framework model of purchase decision-making process of rural car consumers in China. The results show that the main factors that affect the buying behavior of car consumers in China are personal factors, consumer values, social related groups, policy environment and product / service attributes. In terms of personal factors, the household income, living area and educational level of rural residents have a significant impact on the car consumption behavior of rural residents, while the influence of occupation and marital status on the purchase behavior of rural residents is relatively weak, while age and gender have no effect on the car purchase behavior of rural residents, and the values of consumers have a negative impact on the buying behavior of rural car consumers. Social related groups, policy environment and product / service attributes have a significant positive impact on the purchase behavior of rural car consumers. In view of the above research, this paper puts forward some marketing suggestions on the expansion of rural car market from the point of view of products, prices, channels and promotions. Finally, this paper points out the shortcomings of the research and the direction of follow-up research. The innovations of this paper are as follows: (1) the purchase characteristics of rural consumers are analyzed, and the influencing factors model of rural car consumption behavior in China is constructed. Based on Kotler's "stimulus-response" model, an empirical questionnaire survey is designed. Through reliability analysis, factor analysis and binary Logistic regression analysis, the optimization model of influencing factors of rural car consumption behavior in China is obtained. (2) through empirical analysis, the framework model of rural consumer purchase decision-making process is constructed, and (3) according to the two models and the present situation of rural car market expansion, the marketing strategy of expanding rural car market is put forward.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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