Construction Of Online Car Purchase Experience Behavior Model For Automobile Product Consumers

Car purchasing experience of automobile consumers is still dominated by offline experience,which is centered on delivering experience through services.The research and practice of online experience is still in the "virgin land".The construction of online car purchase experience behavior model for automobile consumers is conducive to the development of online experience marketing in the automobile industry.Based on the grounded theory,this study explores the construction of online car purchase experience behavior model for automobile consumers.23 employees from Shanghai automotive group co.,ltd.and China faw group co.,ltd.were selected as respondents,and a total of about 230,000 words of interview records were obtained.The source files were processed with the help of Maxqda,a qualitative analysis software.Through the open coding,spindle coding and selection coding stages,a total of 2,476 tags were extracted,52 concepts were condensed,sunch as moderation,real-time,reliability,empathic,immersed scene rendering,information,etc.,and the categories were grouped into 14 initial categories,including service support,community support,web support,meandering experience,free domain experience,brand conversion experience,social cognitive experience,etc.In the spindle coding stage,the relations between the categories were sorted out,and finally six main categories were formed: online car purchase experience support,online car purchase experience,online experience perceived value,online experience behavioral intention,self-determination and reward mechanism.In selecting coding phase,this study constructed the core category is "car product of consumer online shopping experience behavior mechanism",namely "auto consumers can be generated through online shopping experience support stimulus form online shopping experience,and through the online shopping experience online experience for perceived value,which affect the online experience behavioral intention" of the story line.Based on the in-depth analysis of each dimension in the model,and respecting the display results of grounded theory,48 hypotheses were proposed.This paper analyzes the relationship between online car purchase experience support,online car purchase experience,perceived value of online car purchase experience,behavioral intention of online car purchase experience,and self-determination and reward mechanism.Based on the action mechanism of online car purchase experience behavior,the research also brings forward management enlightenment to experience marketing of automobile product manufacturers.In terms of theoretical value,an online car purchase experience behavior model of automobile product consumers is established,which fills the gap of online car purchase experience behavior research and provides a thinking direction for future research on online car purchase experience.In practical value,it is of great significance to create a new marketing model for the automobile industry in the coming experience economy.Although the research results have passed the test of theoretical saturation,thelimitations of sample size and research resources still exist,and the reliability and validity of the research results have not been tested by empirical methods.In the subsequent research,the number of samples and the diversity of sample sources can be considered to improve the universality of the research results.Specific measurement scales can be developed for each dimension,and quantitative research can be considered to verify each dimension,making up for the subjectivity of qualitative research.