| Along with the rapid development of the automobile market, China automobile consumption changes in the pattern of the regional quietly, the Midwest have changed the gradient development pattern of economic developed area radiating and driving the undeveloped areas, now the Midwest have led the eastern region and the whole country, realized high speed growth (Cheng Guo Liang,2009), At the same time many car manufacturers have also settled in the western area. So does this mean that the economic variables is no longer the key factors to the automobile consumption? or cultural values has occupied more important position in the family car consumption?In the past, most of the domestic car purchasing research, mainly study ed the influence of car consumption factor in a qualitative aspect, such researches were lack of detailed data, and also lack of the deeper studying, most important problem was few of these studies from the consumers themselves to consider buying a car. In2009Xu Yin, Wang Yan Zhao Ping, from the customer perceived value, divided the automobile correlational attributes into functional attributes and emotional attributes, and studied their effects for first-time and repeat buyers and again in2010,from the perspective of customers they proved emotional value playing greater role than the function value for auto purchase intention.At present this research is a breakthrough research literature about the automobile consumption psychological, on the other hand are also described this, from the perspective of consumers, for the purpose of pursuiting value to study the car buying car buying behavior, psychology is very valuable。Therefore, with studying and summarying large of domestic and foreign literature research, the author puts forward the research topics. Then, in the relevant theory of the author, conducts several small interview and questionnaire survey to intention client for the car. Based on those, Put forward the research hypotheses and set up the research model, deepen the research topics. Later, refining the research content, and design corresponding questionnaire. Collecting data, and by using the SPSS, Amos model software to analyze previous data, verify study hypothesis. Finally, getting conclusion according to the data analysis.Using SPSS17.0and Amos, Statistics, through the statistical analysis of the sample data validation, we get the following conclusion:Cultural values is a kind of group members shared beliefs, it differs from personal values, although sometimes personal values and cultural values is difficult to distinguish (G. Hofstede,1980). But the cultural values is one kernel of culture, and car purchase have certain family consumption concept, and the car also play an important role in the consumer social activities, so this study argues that cultural values has significant influence in consumers purchase intention for automobile.Combined with the data analysis, in the selection of nine typical cultural values (relationship, doctrine of the mean, face, emotional, identity, fashion, free, pragmatic and the pursuit of perfection) which May influence the consumption intention, eliminating cultural values which is not obvious polymerized, such as the emotional and the pursuit of perfection. According regression analysis of behavioral intention by the remaining seven values, we find the three cultural (status, fashion, face) dimensions have significantly related with consumer intention, the standardized regression coefficients were0.288,0.266and0.222, In the0.00and0.05levels, T test showed significant relationship, among them face and identity cultural values are consistent with the Chinese traditional ideas, they have deep historical origin with Chinese traditional jiaozi (auto) culture, this also shows that at present the domestic automobile consumption has a strong symbolic consumption. Fashion, a cultural factor has much heat to discuss, after the integration of Chinese and Western culture, its significance of the consumption, has been confirmed in the related research, the conclusion of this paper extend this conclusion. At the same time, through the above results "output, verify that cultural values has significant influence on consumers purchase intention for automobile.According Marketing sense, Consumer buying behavior is caused by buying motives, purchase motivation is the direct factor which drives consumers to execute a purchase in an internal power, reflects consumers’ needs in the psychological, spiritual and emotional, essentially it is a promoters which Prompt consumers to take buying behavior for meeting the demand.Combined with the data analysis, in the selection of five purchase motivation (personal, social, community type, function type and consumption ability oriented), society oriented motivations, circle oriented motivation, has significant effect on car buying behavior intention, the regression coefficients were0.378,0.348,0.235,in the0.00and0.05levels, T test showed significant relationship, in this further verified Huang Jun mei, Wang Jun min, Gui Zhenghao, Zhang Simin and other scholars’ perspectives that the car has a symbolic attributes.further reveals the relational self motivation which most people overlooked is in the presence of the auto purchase psychology. At the same time, through the empirical proof, reveals that individual oriented motivation has the weak impact on buying behavior intention in Chinese automobile consumption, the regression coefficient is0.031,at the same time in the promotion of social and circle consumption motive, pursuit of cost-effective (Consumption capacity) is less important in buying behavior intention, but regardless of social or circle consumption motivation, people regarding the automobile functional dimensions remains indispensable, through the model, this paper proves the function and emotion is the main affecting factors for car buying, at the same time also sorts out the major drive motivation for car consumption.McClelland (1985) deem that values have strong incentive components, From psychological interpretation, people will gain momentum when the values inherent in society, interests and ideals is internalized by individual, formatting individual motives in reality((A, B leather Jodorowsky,1985)in this sense, Values is abstract concepts, Motivation is relatively specific concept. Therefore, we believe that the causing of purchasing motivation have a direct relationship with deep values.Taking regression coefficients as weights, we calculate the total score of the cultural and the motive, regarding culture value as the independent variables, establish the regression model, the regression coefficient a=0.519, t=6.431, in0.00level, the results is significantly, confirm the motivation is the core of values, consciously or unconsciously, plays explicitly or implicitly dominant role in stimulating motivation. Zhang Mengxia (2008) proposed that we should added an intermediary variable between value and behavior, in order to observe the conduction effect which values through the intermediary variables played on individual behavior, such as the association between decision behavior and factors of value expectations or perceived value (Feather,1995). In this paper, through the analysis of the data, the actual proved that values may cause a potential motivation, and this motivation can stimulate behavior to occur, believing the potential motives will build a bridge between the values and behavior.Using the total score of cultural value of motivation calculated, Once again we built the regression model both of value and motivation to behavioral intention。According to Wen Zhonglin (2005)," the application and comparison between moderator and mediator " about the intermediary effect analysis method, verify that the motivation had obvious intermediary effect on, cultural values and behavior intention,and through the Amos certification model, where NFI, IFI and CFI indexes were1, showed the model and data fitting good, the validation data display, cultural values has significant positive effect on motivation (Amos fitting data0.52), at the same time value through the motivation of the conduction effect influenced the buying intention (Amos fitting data of0.39=0.52*0.76), motivation played a significant mediating effect (Amos fitting data0.76), reaffirmed he validity of this theory which the motive will build a bridge between behavior and values, but also further showed, buying motives have great and direct effect on consumer purchase behavior, but the enterprise marketing tactics was not only by explicit marketing means to stimulate consumer purchasing motivation, but also from the deeper level of value to provide assistance.In this paper, based on the domestic car market research, considering the characteristics of the product itself, and consumer demographic characteristics, there may have regulating effects in the process which cultural values and motivation effected on purchase intention, in the model also reflects this point, so we introduced gender, education and income level as three variables.Taking sex as control variables, using Amos grouping model analysis gender variables "s regulation effect in motivation to behavioral intention, in the limited group which female and male’s regression coefficient was the same, the measuring coefficient of model group, was P=0.887>0.05, in0.05level, there was no significant difference, showing gender group had not significant regulation effect in the motivation of society, circle type,and function to purchase intention, female was not much difference from male on the pursuit of social symbolic sense, circle, functional requirement for a car.Taking sex as control variables,using amos grouping model analysis gender variables is regulation effect in value to behavioral intention,in the limited group which female and male’s regression coefficient was the same, the measuring coefficient of model group,was p=0.917,in0.05level,there was no significant difference,showing gender group had not significant regulation effect in the value dimension of identity, face, and fashion to purchase intention, female was not much difference from male on the pursuit of identity, and fashion value attribute for a car.Taking the level of income as the control variable, using amos grouping model analysis income variables’s regulation effect in motivation to behavioral intention, in the limited group, the measuring coefficient of model group,was p=0.045, in0.05level, there was significant difference, and as the growth of income, the degree of influence which motivation effected on car buying behavior intention changes form strong to weak and to strong, this indicates that like automobile,this kind of bulk consumption, income was one of the major factors affecting the purchase.Taking the level of income as the control variable, using amos grouping model analysis income variables is regulation effect in value to behavioral intention, in the limited group, the measuring coefficient of model group,was p=0.047, in0.05level, there was significant difference, and as the growth of income, the degree of influence which value effected on car buying behavior intention changes form strong to weak and to strong, through regression analysis of index, we found as income levels increaseing, identity, face had experienced the process from strong to weak,on the influence to car buying behavior intention, fashion’s influence on car buying behavior intention gradually increased.Taking the degree as control variables, using amos grouping model analysis income variables’s regulation effect in motivation to behavioral intention, in the limited group, the measuring coefficient of model group,was p=0.324, in0.05level, there was no significant difference,showing the impact which the motivation of society, circle type,and function played on purchase intention, different degree of consumer is not too big difference for a car.Taking the degree as control variables, using amos grouping model analysis income variables’s regulation effect in value to behavioral intention,in the limited group, the measuring coefficient of model group,was p=0.513, in0.05level, there was no significant difference,showing the degree group had not significant difference in the impact of value to purchase intention.Through the research, this paper argues that in automobile marketing practice the automobile manufacturing and automobile sales business, except correctly understanding the process of consumer purchase, grasp the impact of consumer motivation, through a series of marketing means to stimulate this primary buying motives, but also need to deconstruct the consumers consumption" process" from deeper value attribute angle, excavating intrinsic factor which influenced consumer motivation, and through the marketing practices, and timely changed values into the individual driving force,to strengthen purchase motivation, and being fully aware of that, cultural values played an important role in automobile marketing, at the same time in the process of car buying, pay attention to equally treat different gender,differentcultural levels of customers, targeted to different income levels of customer,appeal to adapt marketing pitch.The main contribution of this study, to deconstruct the buying process" of car users as the main line, in order to tap the culture factor which influence consumers purchase a car on the purchase process, and also the purchase motivation as a starting point, by means of VMBBI model,we establisht the initial model, based on the questionnaire investigation and data analysis, through correction, we obtained the final model, And verified the hypothesis, to solve long-term since lack of quantitative research in the car buying research area, fill the lack of research on consumers in the car buying research field, through the factor structure analysis about the consumer" sculture values, motivation and intention to purchase, explored the main motives and deeper value factor which influence the consumer of car buying, according to the adjusting variable’s analysis about gender, income, culture level, confirmed income had an important role on car purchases from the data’s analysis, in the moderating effect of Motivation to behavior’intention, cultural values to behavior intention.we found income had significant role, and t hrough detailed analysis of income level. Our studies provide Specific marketing practice for the automobile marketing, On the differences of gender and cultural, this article studies confirmed in the auto purchase process, enterprise should paid equal treatment to different sex, cultural level of customer... |
PDF Full Text Request