Study On The Influence Of Product Attributes To Purchase Inclination In Family Car

Rapid economic development in the world today, the fierce market competition requires companies constantly looking for breakthrough in order to attract customers, the rapid and huge demand of automotive market in China has caused scholars and business people to analyze the current situation of Chinese automotive market, especially passenger car which obviously occupies the main part of the whole car market. The purchase predisposition is one of basic factors which can impact the customer purchase behavior. So we can predict the propensity to consume on some degree according the study on the purchase predisposition. With the research going more deeply and broadly, two factors have been recognized as the most important ones, customer desired value and properties of product. Although various researches on impact factors of purchase predisposition from different aspects have been employed recently, study on consumer durables just be underway, not to mention the study on the purchase predisposition of which is almost a blank field.This paper first review the current existing theoretical conclusion related to attributes of product, perceived customer value and purchase predisposition and so on, and then analyses the current automotive making. Based on the above data and analysis, we build up the theoretical model and research hypothesis. To verify our model and hypothesis, we obtain the necessary data on the there aspects above through the survey on the people who have bought cars or have the will to buy cars.Then collate the data on the recovery and analysis, validated scales used in this study the reliability and validity are good, meet the requirements for further research, then the relationship between variables regression analysis, and eventually assumed inspection, the conclusions drawn in this study. Studies have shown that the acquired product attributes on customer buying properties tend to have a positive correlation between customer perceived value of the functional value, emotional value and social value has a positive impact on the perceived cost has negative effect on customer perceived value functional value, emotional value and social value of acquired properties in the tendency of the customer to buy some intermediary role to play, perceived cost of the intermediary is not obvious. Meanwhile, product attributes in the property to pay the purchase tend to have a negative correlation between the property to pay more property value the greater the tendency of customers to buy the lower the function of the customer perceived value, emotional value and social value of the lower , and the higher the perceived cost, making the overall decline in customer perceived value, and customer perceived value of the functional value, emotional value and social value of the property to pay the impact on customer purchase intention intermediary role played parts, there is no perceived cost to play intermediate results. Meanwhile, the product attributes to purchase inclination pay nature with negative correlation between pay nature more, the property value, the greater the customer purchase inclination will be lower, and customer perceived function value, emotional value and society value will be lower, and the higher the perceived costs, make overall customer perceived value declined, but the guests' perceived value function value, emotional value and society value to customers in pay sexual attributes the influence of purchase inclination plays a partial intermediary role, didn't play a mediating role perception cost.Total twenty-one hypothesis have been verified step by step in this paper. It turns out 18 are true. Thus, this research does not only reinforce the theoretical basis of customer behavior, but also points out the innovative research trends from the perceived customer value aspect. Meantime, our research also provides advices and ideas for marketing policy design of company. The attitudes on which impact the customer behaviors much more heavily than others should be payed more focus. The core principle is to find balance between the prime cost and product functionality.In summary, this paper have significant value in both theoretical and practical fields although some imperfection exist. Moreover, it points the possible research direction for the future similar study.