The Research On The Relationship Between Face Needs?Perceived Face And Perceived Quality Of Automotive

Face,as a subculture,has a profound impact on consumer perception and consumer behavior,the research on the Face Culture and Perceived quality of automotive which have impact on consumer's buying motives is very important in this new era and new consumption patterns.The relationship between Face need,Perceived face and Perceived quality of automotive is analyzed and proved by the collected data through SPSS and AMOS software.AMOS confirmatory factor analysis showed that: Automotive product status meaning is positively correlated with the content of the face of the automotive,the higher the product position,consumer perception to a higher content of face;The content of the face of the automotive is positively related to consumer perception of face,the consumer perception of face is positively related to the perceived quality of automotive.In other words,the perception of face will increase or reduce considering the using environment based of the content of the face,and the perceived quality of automotive will increase and reduce as well.AMOS multiple regression analysis showed that: Consumer's Face demand plays a regulatory role in the process of perception of the quality of the automotive.When facing with the same automotive products,the consumer with stronger demand of face can perceive a higher tolerance of quality;for those consumers with stronger demand of face,when facing with a high quality automotive,they can perceive a better quality,when facing with a low quality automotive,they can perceive a worse quality.This article also explores factors consumer characteristics to the demand of the face.SPSS software variance analysis showed that family income,age,occupation and gender has a regulation function to the Face need,different consumer feature has a different level demand of the face.The article also explores the relationship index,the content of face of automotive to each dimension of perceived quality of automotive,in which car brand,appearance and other factors on the reputation have the greatest impact on the perceived quality of automotive.This dissertation takes face as a marketing concept,and introduced it into the field of automotive marketing,excavating the relationship between Face demand,Face perception and perceived quality of automotive,revealing impact mechanism based on perceived quality and Face when consumers making decisions.This research has an important reference value to guide the own-brand automotive company to make marketing strategy.