Research On Factors Influencing Customer Satisfaction Of Used Cars Under O2O Mode

The scale of car trading keeps climbing along with rapid economic growth in China in recent years.The car ownership across the country reached 179 million units by end 2016,representing a growth as high as 384.14 percent from the figure recorded 10 years ago and making China rank only second to the U.S.around the world in terms of car ownership.However,market structure of car trading shows that compared with the market of new cars,China's market of used cars is still small in size and contributes only 34 percent of the total trading,while a contribution rate over75 percent by used cars is widely seen in European and American countries.An important reason behind the slowly growing market of used cars in China is the low customer satisfaction.Compared with situation in the market of new cars,information asymmetry problem is more severe in the market of used cars.Online-to-offline(abbreviated as O2O),an emerging business model in recent years,does a good job in improving information asymmetry problem faced by traditional market of used cars.Convenient exchange of information on Internet-based platforms enables trading parties to have enough information communication online and then complete the trading offline.The rise of used car trading platforms like renrenche.com and guazi.com in recent two years marks that O2 O mode starts to come into sight of used car consumers in China.Based on theoretical study,literature at home and abroad,and trading process of used cars under O2 O mode,the thesis proposes the model of factors influencing customer satisfactory of used cars under O2 O mode,which includes three major influencing factors,namely,perception of software quality,perception of hardware quality and individual characteristics of customers.Based on the establishment of theoretical model,the thesis adopts questionnaire survey,designs questionnaire according to indicator system and finally collects 253 effective samples.The thesis uses SPSS19.0 software to test the reliability and validity of sample data,and then analyzes with the application of methods like factor analysis,regression analysis and one-way analysis of variance.Analysis results show that the quality of used cars,the attraction of used cars,the quality of information provided on used car trading websites,the design of used car trading websites,the quality of services provided by used car trading websites,the quality of services provided by physical stores and the environment of physical stores bring significant positive impact to customer satisfactory.As to individual characteristics of customers,it is found that customers' habits in using network and their knowledge about used cars are positively related to customer satisfactory in a significant way,while gender,age and monthly income see no significant positive correlation with customer satisfactory.In the end,the thesis proposes countermeasures and suggestions from aspects like strengthening information management of used car trading platforms,building trustworthiness system for the trading of used cars,improving supporting services,enhancing interaction of all channels,building high-quality brand image and creating core competitiveness.Such moves will help to improve customers' satisfactory about purchasing used cars under O2 O mode and finally boost sound and healthy development of China's market of used cars.