Empirical Research: Impact Of Perceived Value On Consumer Purchase Intention In Automobile Financial Leasing Industry

With the development of economics of our country,the automobile industry has developed quickly and new business model have developed as well.According to the data of automobile industry committee,in 2016 the output and sales volume of automobile of our country have over 28 million number and keeps the first position of output and sales volume among all countries in the world.Meanwhile,compared with the great development of automobile industry,the automobile finance industry developed little slowly.Therefore,it still has great potentials.Recent years,new consumption models have experienced new generation as well.In the aspect of renting,addition to the traditional renting model,time-share lease has given the market new energy.In the aspect of purchase,traditional purchase models have two ways,one is full purchase,and one is credit purchase.Nowadays,a new purchase way is accepted by more and more consumers:automobile financial leasing.Automobile financial leasing service has already formed a complete system in developed countries.,from the cooperation between automobile financial leasing companies and automobile suppliers to the market which deal with used car,policies and value chain have been very mature.In America,the sales number of automobile by financial leasing way has occupied 30%of total number.Since the automobile financial leasing industry of China is in the first step and relative aspects of this industry are also not mature.Consumers' attitude towards this consumption way is still not clear.Therefore,this paper wants to start at the consumer way and wants to find out key factors which impact consumer purchase behavior in automobile financial lease industry and which one is the most important factor.The paper aims at offering useful suggestions for those automobile financial leasing companies in China.The paper will start from perceiving value and finally arrive at consumer purchase behavior and find those key factors which exist in the automobile financial leasing process.Therefore,the paper will be divided into five parts.The first one will research the background information of automobile financial leasing,include research background and research meaningful.The second part is start form the concept,include the concept of financial leasing and automobile financial leasing and business model.Then the paper generalizes aboard and domestic research background based on the automobile financial leasing industry.Then paper summarize literature review of perceiving value and the development of dimension of perceiving value.And then paper summaries research of consumer purchase behavior.The third part has summarized a model based on the formal one and which is suitable for this paper.Based on the investigation of formal table,the paper made some adjustments.The forth part is mainly focus on the data analysis.According to the data collected from the investigation,first the paper done descriptive analysis and then analyst the relationship between independent variables and dependent variables and done regression analysis.The fifth part is the conclusion and give suggestions for the research.According to this survey,young people tends to have more acceptance than other people towards automobile financial leasing industry and they have more possibility to purchase this service.Therefore,the paper suggests automobile financial leasing companies to adopt big data marketing strategies.By using this strategy,company can catch their consumers more precisely and their marketing effect more efficient.Meanwhile we find that different age and education background informants usually have different impact on functional value and social value,and for emotional value,people from different industries also have different impact.Therefore,according to different consumer feature,companies can offer more type of products and offer customized products to fulfill different consumer demands.Therefore,they can stimulate their purchase intention and larger their market size by this way.Finally,for automobile financial leasing companies,they should try to change traditional ideas of consumers and actively create demand rather than waiting for consumers to accept this consumption way passively.By taking use of internet,companies can try to make this new consumption way more acceptable.