汽车市场消费者自述偏好和实际偏好不一致研究——消费者知识视角

发布时间：2018-12-12 18:48

【摘要】：本文研究了消费者知识、购买意愿强度、购买延迟时间等因素对消费者自述偏好和实际偏好不一致的影响,并研究了促使消费者形成准确知识的前因。本文采用的数据来自汽车购买意愿(即自述偏好)和购买行为(即实际偏好)的两阶段问卷调查以及一个包括806个车型信息的汽车数据库。实证研究的结果表明,消费者的不准确知识、购买意愿强度以及购买延迟时间均对自述偏好和实际偏好不一致具有很强的解释力,而消费者对目标产品的属性评价没有显著影响。本文进一步将不准确知识分为消费者低估和高估目标产品两种情况,发现自述偏好和实际偏好的不一致主要是由消费者低估目标产品造成的。实证研究还表明,某个属性相对表现越突出,消费者就越容易对该属性形成准确知识。
[Abstract]:This paper studies the influence of consumer knowledge, purchase intention intensity, purchase delay time and other factors on consumers' self-description preference and actual preference, and studies the antecedents that urge consumers to form accurate knowledge. The data used in this paper come from a two-stage questionnaire survey of auto purchase intention (i.e. self-stated preference) and purchase behavior (i.e. actual preference) as well as an automobile database containing 806 vehicle model information. The results of empirical study show that the inaccuracy of consumer's knowledge, the intensity of purchase intention and the time of delay all have a strong explanation for the inconsistency between the self-stated preference and the actual preference. However, there is no significant effect on the attribute evaluation of the target product by consumers. This paper further divides the inaccurate knowledge into two situations: consumers underestimate and overestimate the target product. It is found that the inconsistency between self-statement preference and actual preference is mainly caused by consumers underestimating the target product. The empirical study also shows that the more outstanding a property is, the easier it is for consumers to form accurate knowledge about it.
【作者单位】：中央财经大学商学院;北京大学光华管理学院;
【基金】：国家自然科学基金重点项目“基于全网数据的消费者行为与偏好研究”(71332006);国家自然科学基金面上项目“获取和预测多维属性产品的消费者偏好:基于稀疏和完整自我明示数据的混合方法”(71172032);国家自然科学基金青年项目“个性化推荐何时更有效?——大数据驱动的个性化推荐与消费者决策阶段”(71502182)
【分类号】：F713.55;F426.471

【参考文献】