汽车召回事件对消费者购买意愿影响的研究

发布时间：2018-03-25 14:03

本文选题：汽车召回　切入点：消费者购买意愿　出处：《东北师范大学》2014年硕士论文

【摘要】：近年来，汽车召回事件越来越频繁，，国内有关于汽车召回的研究也越来越多，但大多都集中于汽车召回的法律法规以及汽车召回制度的研究。本文在查阅了大量文献以及通过与汽车企业相关部门负责人访谈的基础上，结合我国汽车召回的现状，提出了本文的研究问题，即汽车召回事件对消费者购买意愿的研究。通过文献的查阅以及工作经验，提出了年龄、受教育程度、是否经历过汽车召回以及汽车召回形式会影响消费者购买意愿的四个假设。根据所提假设，借鉴前人量表，并与导师、同学共同商议制定出了适合本文的量表。通过网络及实地问卷的发放获得调查数据，应用spss17.0对数据进行了描述性统计分析、信度分析、效度分析以及配对样本独立T检验。数据分析结果表明：汽车召回事件对消费者的购买意愿不会产生十分显著的影响；汽车召回事件对年龄较大消费者购买意愿的影响要大于年龄较小的消费者；对受教育程度较高消费者购买意愿的影响要小于受教育程度较低的消费者；汽车召回事件对经历过汽车召回事件消费者的购买意愿有提高的作用；主动的汽车召回会提升消费者的购买意愿，被动的汽车召回会严重的影响消费者的购买意愿。最后，本文根据数据分析的结果，在汽车召回方面，对汽车企业提供了相应的对策及建议。
[Abstract]:In recent years, vehicle recalls have become more and more frequent, and there are more and more researches on automobile recalls in China. However, most of them focus on the laws and regulations of automobile recall and the study of automobile recall system. This paper, based on a large number of references and interviews with the heads of relevant departments of automobile enterprises, combined with the current situation of automobile recall in China. This paper puts forward the research problem of this paper, that is, the study of the consumers' willingness to buy by the automobile recall incident. Through the literature review and the work experience, the author puts forward the age, the education level, Whether or not you have experienced a car recall and whether the form of a car recall will affect the consumer's willingness to buy. Through the distribution of network and field questionnaires, the survey data were obtained, and the descriptive statistical analysis, reliability analysis, validity analysis and independent T test of matched samples were carried out with spss17.0. The results of data analysis show that: the automobile recall event will not have a very significant impact on the consumer's purchase intention, and the automobile recall event has more influence on the older consumers' purchase intention than the younger consumers. The effect of automobile recall on consumers' purchase intention with higher education level is less than that on the less educated consumers, and the effect of automobile recall events on consumers' purchase intention after automobile recall events is improved. Active car recall will enhance consumers' purchase intention, passive car recall will seriously affect consumers' purchase intention. Finally, according to the results of data analysis, this paper analyzes the results of the car recall, It provides the corresponding countermeasure and suggestion to the automobile enterprise.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F203;F713.55

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