Consumer Behavior Research On Positive And Negative Effects Of The Private Car Market In China

With the economic development and improvement of urbanizationin in China,increasing revenue,for saving travel time and facilitating travel,purchasing private cars has been became the main subject of the household consumption.That may lead to the number of the private cars fast increase.The increasing number of the private cars,on one hand,it leds to the development of the automotive industry;on the other hand,it also brings some new probelmes and contents of urban transport.With the aceelerated development of automobile industry,however,as imcomes grow,private car ownership also increases.And because of that,the residents travel is more easy.Especially,in the first and second class cities rapid economic development makes more and more people are able to afford private cars consumption.As we know,the convenience and enjoyment of the private cars bring us much more.However,since the limited city resources,the contradiction between transport supply and demand increasingly prominent.Urban road congestion,environmental pollution,and the difficulty of residents travel all these issues have been more and more important in the first and second cities.The private cars consumption has been a new "light" point of the consumer market in the third and fourth cities.According to statistics,from the beginging of 2009 car buyers are growing in the third and fourth cities and private cars has become major consumer goods.In recent years,the car market goes into the micro-growth in China,while since the influence of the demand saturation and policy pressures the car market in the first and second cities has developed slowly.For that reason,the third and fourth cities have become a new gold zone of car development.In good traffic condition of medium and small cities,the private car can save time,provide convenient services and improve the quality of life.In this case,the willingness of the residents to purchase and use of private cars is more intense.Thus,the private car market in different areas of the city has different consumption behavior.For so many social problems that brought up by the growth of private cars,many researchersmainly do researches on the respect of internal and external characteristics of urban transport,control mechanism of urban traffic congestion,and city car cost,etc,while all of them do not consider different characteristics of private car market under different traffic condition.As we can see,in good traffic condition the willingness of the residents to purchase and use of private cars is more intense,otherwise,the willingness of the residents to purchase and use of private cars is more sluggish.Therefore,under different traffic conditions the study of consumer behavior in private car market,which is more significant.This thesis is based on the existing research of externality effects of the private car market,under different traffic condition we consider the different characteristics of private car market,and then we formulate the probels as structural equation modeling and do empirical research.This thesis uses a sample survey research design through paper and electronic questionnaire we do data collection for the first and second cities,Beijing,Guangzhou,Chengdu,the third and fourth cities,jilin,Sichuan Ziyang,Chongzhou,Jintang,guizhou kaiyang,zhenfeng,zhenfeng,guangdongliaobu.This study used a variety of statistical analysis tools such as confirmatory factor analysis,structural equation modeling,etc,to test causal relationship between the variables of different areas of the private car marke.Test results of empirical research proves that under the positive /negative effect for the group of planing to purchase,customer satisfaction and purchase motivations have the direct positive influence on purchase intentions.However,perceived value,lifestyle and environmental stimuli are also important factors for consumer behavior,which can influence on purchase intention through customer satisfaction or buying motives.For the group of no planing to purchase,perceived value and customer satisfaction have the direct positive effect on the willingness to use,lifestyle is also an important factor for consumer behavior.Lifestyle can influence on use intention through perceived value or customer satisfaction.This thesis developed and tested the model of different aere of private car market under positive /negative effection.Its findings are of referenee value and signifieant meanings for consumer behavior and control of private car market.