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  本文選題：家庭 + 購買過程��； 參考：《山東大學》2013年碩士論文

【摘要】：目前,中國已成為全球汽車銷售的主要新興市場,在汽車銷售中,家庭汽車銷量的比重越來越大。了解不同家庭角色在汽車購買決策中的作用及差異,對汽車業(yè)及相關行業(yè)營銷策略的制定具有重要參考價值。 消費行為的一般過程包括刺激認知、行為起動、產品確定、產品獲得和消費體驗等相互連接的五個階段；而消費者的購買過程則包括五個階段：需要確認、收集信息、評價方案、決策制定和購后行為。其中,產品確定階段是整個消費過程中最重要的購買決策階段。作為一種商品,汽車具有價格相對昂貴、品牌差異大、功能復雜等特點,消費者一般缺乏必要的汽車知識,尤其是技術指標,消費者在購買這類商品時通常慎重選擇,仔細對比,以求降低購買行為的風險,從這一意義上講,購買汽車的消費行為通常是復雜性購買行為。 通過對相關文獻的廣泛研究和大量閱讀,基于結構方程模型原理與汽車產品的特點,本文選取與汽車購買決策密切相關的8個維度的37項指標,來研究家庭的角色對汽車購買決策的影響。這8個維度分別是：車型偏好程度(諸如車系、品牌等)、汽車的經濟性、安全性、操作性、舒適性和售后服務。每個維度的又包含若干個測量指標,通過調查不同家庭角色在37個不同指標上的差異,來總結與分析不同家庭成員,主要夫妻在汽車購買決策上的差異。 研究表明,男性在家庭購買汽車時,更注重的是的汽車的車型偏好、美觀性、環(huán)保性,而對汽車的經濟性、安全性、操作性則相對忽視；而妻子比較注意汽車的經濟性、舒適性與環(huán)保性,而相對忽視汽車的汽車的車型偏好、安全性與操作性。也就是說,夫妻在汽車購買時所考慮的因素存在差異。
[Abstract]:China has become the world's leading emerging market for auto sales, with a growing share of household car sales. Understanding the role and difference of different family roles in automobile purchase decision has important reference value for automobile industry and related industry marketing strategy formulation. The general process of consumer behavior consists of five interrelated stages: stimulating cognition, behavioral initiation, product determination, product acquisition and consumption experience, while the process of consumer purchase includes five stages: need to confirm, collect information, etc. Evaluate program, decision-making and post-purchase behavior. Among them, the product determination stage is the most important purchase decision stage in the whole consumption process. As a kind of commodity, automobile has the characteristics of relatively expensive price, big brand difference, complex function and so on. Consumers generally lack the necessary knowledge of automobile, especially the technical index. Consumers usually choose carefully when buying this kind of goods. Carefully contrasting to reduce the risk of buying, in this sense, buying a car is usually a complex purchase behavior. Based on the principle of structural equation model and the characteristics of automobile products, this paper selects 37 indexes of 8 dimensions which are closely related to automobile purchase decision. To study the impact of family roles on car purchase decisions. The eight dimensions are: the degree of vehicle preference (such as car system, brand, etc.), car economy, safety, operability, comfort and after-sales service. Each dimension also contains a number of measurement indicators, by investigating the differences of different family roles in 37 different indicators, to summarize and analyze the differences between different family members and major couples in automobile purchase decisions. Studies have shown that when a man buys a car in his family, he pays more attention to his car's car preference, beauty, environmental protection, while his wife pays more attention to the car's economy, safety and maneuverability, while his wife pays more attention to the economy of the car. Comfort and environmental protection, but relative neglect of vehicle preferences, safety and operability. In other words, there are differences in the factors that husband and wife take into account when buying a car.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.55;F426.471

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