基于计划行为理论的消费者二手车购买意向的影响因素研究

发布时间：2018-01-16 21:03

本文关键词：基于计划行为理论的消费者二手车购买意向的影响因素研究　出处：《华东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：二手车对于大多数中国人而言,属于相对比较陌生的概念,由于其宣传密集度无法和一手车相比,二手车的概念并未深入人心。之所以二手车并不为人熟知的原因,一个原因可能是国人对于汽车消费抱着某种面子方面的考虑,另一个原因可能是身边示范人群买二手车的比较少,对于二手车价格及质量的不确定性削弱了人们购买二手车的积极性。为了探讨影响消费者二手车购买意向的因素,本研究从消费者角度出发,在对以往文献进行回顾总结的基础上,引入消费者行为学科里著名的计划行为理论模型和感知风险理论,并加入二手车知识这一调节变量,研究消费者二手车购买意向的影响因素。本研究采用问卷调查的方法,除了联系朋友和同事回答问卷,还走访了上海市内几个有一定规模的二手车交易市场,以潜在购买者为调查对象,共回收326份问卷,其中有效问卷达到260份。并使用SPSS16.0和结构方程模型(Iisrel8.7)对问卷数据进行分析,验证了本文提出的大部分的模型假设,得到了以下结论： 1.消费者的行为态度对其二手车购买意向具有正向影响作用。 2.来自他人的主观规范对消费者二手车购买意向具有正向影响作用。 3.消费者的知觉行为控制对其二手车购买意向具有正向影响作用。 4.感知风险中的财务风险、身体风险及心理风险均对消费者二手车购买意向具有反向影响作用。 5.消费者拥有的二手车知识在消费者二手车的购买意向形成过程中起到部分调节作用。
[Abstract]:Second hand cars are a relatively unfamiliar concept for most Chinese people, because their propaganda intensity is not comparable to that of a handheld car. The concept of used cars is not popular. One of the reasons why used cars are not well known is that Chinese people have some kind of face consideration for car consumption. Another reason may be that there are fewer models to buy used cars, and uncertainty about the price and quality of used cars has weakened their incentive to buy used cars. In order to explore the factors that affect the purchase intention of second-hand car, this study is based on the review and summary of the previous literature from the perspective of consumers. This paper introduces the famous theory model of planning behavior and the theory of perceived risk in the department of consumer behavior, and introduces the knowledge of used car as a regulating variable to study the influencing factors of consumers' purchase intention of second-hand car. This study uses the method of questionnaire, in addition to contact friends and colleagues to answer the questionnaire, but also visited a number of second-hand car trading markets in Shanghai, taking potential buyers as the survey object. A total of 326 questionnaires were collected, of which 260 were valid. SPSS16.0 and structural equation model were used to analyze the data. Most of the model assumptions proposed in this paper are verified, and the following conclusions are obtained: 1. The behavior attitude of consumers has a positive effect on the purchase intention of used car. 2. Subjective norms from others have a positive effect on the purchase intention of used car. 3. Consumer's perceptual behavior control has a positive effect on the purchase intention of used car. 4. The financial risk, physical risk and psychological risk of perceived risk have negative effects on the purchase intention of second-hand car. 5. The knowledge of used car plays a role in the process of forming the purchase intention of used car.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F723

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