A Study On Influencing Factors Of Consumers’ Purchase Intention Of Used-cars

The concept of used-car is still very fresh to Chinese consumers, as it has not been widely advertised and promoted as what new car does have. The reason why Chinese consumers have little knowledge of used-cars, possibly as they regard purchasing a new car as some action to protect their faces, and might come from very few examples from their friend to let them know the advantages of used-cars. And the uncertain feelings on the price and quality of used-cars might decrease the purchasing intention of used-cars.In order to investigate the factors which would impact consumers’ purchase intention, the research takes in the theory of planning behavior and the theory of perceived risk to study the impact factors of consumers’purchasedintention of used cars and model is created based on the summary of the previous studies and paper. In additional, the article focuses on the angle of the consumers which is different from the previous studies. In the same time, the article tries to reveal the internal mechanism of the purchasing intention action with the moderate variable used-car knowledge.A questionnaire survey approach is adopted with many potential purchasers from used-car market in Shanghai and colleagues and friends as well.In the end,260effective callbacks from326questionnaires, which analysed with SPSS16.0and lisrel18.7statistics software.The following conclusions get proofed.1. Attitude has a significant positive effect on purchase intention.2. Subject norm has a significant positive effect on purchase intention.3. Perceived behavior control has a significant positive effect on purchase intention.4. Three factors:financial risk, body risk and psychological risk of the perceived risk have a significant negative effect on purchase intention.5. The knowledge consumers have about used-cars does have partial moderate influence during the whole purchasing action generation process.