Research Vehicle Recall Events Impact On Consumers’ Purchase Intention

In recent years, more and more auto recalls appeared and more and more researches onauto recalls. But most of the researches focused on automotive recalls laws, regulations andsystems. This paper put forward the research question is the influence of auto recalls onconsumer purchase intention which based on large number of literature and the interviewswith relevant departments and combined with the status of China’s automobile recall.According to the literature as well as work experience, the paper put forward four hypothesis,they are age, educational level, whether experienced automobile recalls and car recall formwould affect consumer purchase intention. And based on the four hypothesis, drew onprevious scale and discussed with instructor and classmates to make an appropriate scale inthis article. Through network and questionnaires in the field obtained survey data. And thepaper applied spss17.0to make data descriptive statistical analysis, reliability analysis,validity analysis and independent paired samples T-test.Data analysis showed that: Auto recalls would not have a very significant impact onconsumers’ purchase intention; The impact on older consumers purchase intention is greaterthan younger consumers; the impact on a higher level of education consumer purchaseintention is less than the less-educated consumers. Auto recalls would improve the purchaseintention who experienced automotive recalls; And active auto recall also would improve thepurchase intention. Passive auto recall will seriously affect consumer purchase intention.Finally, the paper provides the corresponding countermeasures and suggestions according tothe results of the data analysis.