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A Study on Purchase Intention of Chinese Consumers toward the Automobile

Lu Tansheng 1

1영남대학교

Accredited

ABSTRACT

The goal of this research is to explore the relationship between AutomobileAttributes, Brand Image and Chinese consumers’ Purchasing Intention inChinese Auto market. For this purpose, a network survey questionnaire wasgiven to 153 consumers located in China. The collected data was analyzedthrough SPSS 21.0 which applied Factor Analysis, Frequency Analysis,Correlation Analysis and Multiple Regression Analysis. The results indicate the following findings. First, the AutomobileAttributes(Performance, Safety and Service) had a positive influence on BrandImage. Secondly, the Brand Image and Automobile Attributes(Performance,Style and Safety) was positive correlated with Consumers’ PurchasingIntention. Thirdly, Brand Image had an indirect effect on the relationshipbetween Automobile Attributes(Performance and Safety) and Consumers’Purchasing Intention.

Citation status

* References for papers published after 2022 are currently being built.