本文關(guān)鍵詞：基于計(jì)劃行為理論的消費(fèi)者二手車購(gòu)買(mǎi)意向的影響因素研究　出處：《華東理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：二手車對(duì)于大多數(shù)中國(guó)人而言,屬于相對(duì)比較陌生的概念,由于其宣傳密集度無(wú)法和一手車相比,二手車的概念并未深入人心。之所以二手車并不為人熟知的原因,一個(gè)原因可能是國(guó)人對(duì)于汽車消費(fèi)抱著某種面子方面的考慮,另一個(gè)原因可能是身邊示范人群買(mǎi)二手車的比較少,對(duì)于二手車價(jià)格及質(zhì)量的不確定性削弱了人們購(gòu)買(mǎi)二手車的積極性。 為了探討影響消費(fèi)者二手車購(gòu)買(mǎi)意向的因素,本研究從消費(fèi)者角度出發(fā),在對(duì)以往文獻(xiàn)進(jìn)行回顧總結(jié)的基礎(chǔ)上,引入消費(fèi)者行為學(xué)科里著名的計(jì)劃行為理論模型和感知風(fēng)險(xiǎn)理論,并加入二手車知識(shí)這一調(diào)節(jié)變量,研究消費(fèi)者二手車購(gòu)買(mǎi)意向的影響因素。 本研究采用問(wèn)卷調(diào)查的方法,除了聯(lián)系朋友和同事回答問(wèn)卷,還走訪了上海市內(nèi)幾個(gè)有一定規(guī)模的二手車交易市場(chǎng),以潛在購(gòu)買(mǎi)者為調(diào)查對(duì)象,共回收326份問(wèn)卷,其中有效問(wèn)卷達(dá)到260份。并使用SPSS16.0和結(jié)構(gòu)方程模型(Iisrel8.7)對(duì)問(wèn)卷數(shù)據(jù)進(jìn)行分析,驗(yàn)證了本文提出的大部分的模型假設(shè),得到了以下結(jié)論： 1.消費(fèi)者的行為態(tài)度對(duì)其二手車購(gòu)買(mǎi)意向具有正向影響作用。 2.來(lái)自他人的主觀規(guī)范對(duì)消費(fèi)者二手車購(gòu)買(mǎi)意向具有正向影響作用。 3.消費(fèi)者的知覺(jué)行為控制對(duì)其二手車購(gòu)買(mǎi)意向具有正向影響作用。 4.感知風(fēng)險(xiǎn)中的財(cái)務(wù)風(fēng)險(xiǎn)、身體風(fēng)險(xiǎn)及心理風(fēng)險(xiǎn)均對(duì)消費(fèi)者二手車購(gòu)買(mǎi)意向具有反向影響作用。 5.消費(fèi)者擁有的二手車知識(shí)在消費(fèi)者二手車的購(gòu)買(mǎi)意向形成過(guò)程中起到部分調(diào)節(jié)作用。
[Abstract]:Second hand cars are a relatively unfamiliar concept for most Chinese people, because their propaganda intensity is not comparable to that of a handheld car. The concept of used cars is not popular. One of the reasons why used cars are not well known is that Chinese people have some kind of face consideration for car consumption. Another reason may be that there are fewer models to buy used cars, and uncertainty about the price and quality of used cars has weakened their incentive to buy used cars. In order to explore the factors that affect the purchase intention of second-hand car, this study is based on the review and summary of the previous literature from the perspective of consumers. This paper introduces the famous theory model of planning behavior and the theory of perceived risk in the department of consumer behavior, and introduces the knowledge of used car as a regulating variable to study the influencing factors of consumers' purchase intention of second-hand car. This study uses the method of questionnaire, in addition to contact friends and colleagues to answer the questionnaire, but also visited a number of second-hand car trading markets in Shanghai, taking potential buyers as the survey object. A total of 326 questionnaires were collected, of which 260 were valid. SPSS16.0 and structural equation model were used to analyze the data. Most of the model assumptions proposed in this paper are verified, and the following conclusions are obtained: 1. The behavior attitude of consumers has a positive effect on the purchase intention of used car. 2. Subjective norms from others have a positive effect on the purchase intention of used car. 3. Consumer's perceptual behavior control has a positive effect on the purchase intention of used car. 4. The financial risk, physical risk and psychological risk of perceived risk have negative effects on the purchase intention of second-hand car. 5. The knowledge of used car plays a role in the process of forming the purchase intention of used car.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471;F723

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