The Influential Factors Of Perceived Value To Upgrade Buyers Ofmiddle Class

With the development of Chinese economy and the general increase of the national consumption level,cars go into more and more families. at the same time, the consumption structure and people’s consumption concept also change. When it comes to the development of the automobile industries in China in the last three decades,firstly, its market continues to grow, according to the China Association of Automobile Manufacturers: China’s automobile production and sales were 23,722,900 and 23,491,900 in 2014, an increase of 7.26% and 6.86%, ranking the first in the world for consecutive six years. Secondly, the consumption structure is changing, a notable feature is that not only initial purchase but also re-buying ones,Current repurchase demand has accounted for 51% of the total demand of new cars, in this situation, Chinese auto market will gradually enter the "repurchase" era and the repurchasing ones will also become an important part of the automotive consumers. In addition, because of the particularity of the occupation, income, education and other aspects of the middle class,they have become an important component of repurchasing groups now, while they mostly choose upgrade purchase.Based on lots of papers and the comparison among the first buyer,re-buyers and upgrading purchase ones, according to the model of repeat purchasing, this paper construct the affecting factors model of the middle class’willingness to upgrade:perceived value, brand-personality congruence and switching costs are the key factors of upgrade behaviors. First,the author design the questionnaire and test its reliability and validity, then investigate Shanghai, Chongqing, Beijing, Henan, Hebei and other provinces, using SPSS20.0 questionnaire data and making the regression analysis, using empirical methods to verify the previous theoretical assumptions:Perceived value of families cars have a significantly positive effect to the willingness to upgrade of the middle class, in which the dimension of social value and emotional value have obvious effect; self-concept consistency has a moderating effect between perceived value of families cars and the willingness to upgrade consuming of the middle class, moderate effect of different dimensions are different; switching cost has a negatively moderate effect between perceived value of families cars and the willingness to upgrade consuming of the middle class, in which the functional value and emotional value have obvious effect.From the empirical results we can see, the upgrade consuming willingness of the middle class is obviously driven by dimensions of social values and emotional values, but this is largely driven by the impact of self-awareness, While the middle class has its unique nature,thus having certain characteristics in their consumption.This article is based on studies of the willingness to upgrade purchase of the middle class, although its data and research methods have certain deficient, however, as the exploratory study of the upgrade consuming of the middle class, its findings have certain value in both theory and practice, which enriches the family car consumption theory.