Study On The Influencing Factors Of The Purchase Intention Of Second-hand Household Cars In China

With the continuous and rapid development of China's economy and the improvement of the national standard of living,more and more people begin to focus on the consumption of cars.Car ownership in China increased rapidly,has become the first choice of some second-hand car consumers,the economical and practical features make the transaction volume increase,China's second-hand car industry is developing rapidly,but compared with developed countries,the United States,Germany and Japan,there is a certain gap.A mature used car market,used car sales should be far more than new cars,and the sales of second-hand cars in China is only about 1/3 of the new car sales.In order to improve the second-hand car market and promote the development of the second-hand car industry in our country,it is necessary to study the factors that affect the purchase intention of the second-hand household cars in our country.From the perspective of consumers,this paper analyzes the reasons that affect Chinese consumers' purchase of used family cars,and puts forward two suggestions for government policies and distributors.Therefore,it is of great practical significance to study the factors affecting the purchase intention of consumer second-hand car.In this paper,second-hand household car purchase intention as the research object,on the basis of related literature at home and abroad,first in-depth interviews with 100 consumers,combined with Internet users 317 effective comments as the original data,using grounded theory,the influence of China's second-hand household car purchase intention of the 12 factors,and the establishment of model hypothesis.Secondly,referring to the design of related scale at home and abroad,combined with the characteristics of second-hand car in our country,we get the questionnaire of this paper,take potential consumers as the object of investigation and analysis,and use statistical analysis method to verify the hypothesis.On this basis,it puts forward countermeasures and suggestions from two levels of government policy and dealer,hoping to provide some references for the development of second-hand car market in China.Finally,the research results of this paper are summarized,and the future research will be prospected.The results show that: second-hand family car knowledge and second-hand family car purchase channels have a positive impact on purchase intention,and knowledge factors have a significant impact on consumers' purchase intention;Second-hand car related knowledge has a positive impact on perceived value,and has a negative impact on perceived risk.Second-hand car purchase channel has a positive impact on perceived value,and has a negative impact on perceived risk,and knowledge factors have a significant impact on consumer perception;Perceived benefits have a positive impact on purchase intention,perceived risk has a negative impact on purchase intention,and perceived factors have a significant impact on consumer purchase intention;Reference group factors have a significant positive impact on consumers' purchase intention,and play a moderating role in the impact of perceived benefits and perceived risk on purchase intention;The influence of individual characteristics on purchase intention is significant.Individual consumption characteristics have a positive effect on purchase intention.The degree of individual acceptance has a positive effect on purchase intention,and individual factors have a significant effect on consumers' purchase intention;The appraisal and evaluation of second-hand car,Second-hand car marketing,industry regulation and government support have a positive impact on purchase intention,and situational factors have a significant impact on consumers' purchase intention.