本文選題：汽車召回　切入點：消費者購買意愿　出處：《東北師范大學》2014年碩士論文

【摘要】：近年來，汽車召回事件越來越頻繁，，國內(nèi)有關(guān)于汽車召回的研究也越來越多，但大多都集中于汽車召回的法律法規(guī)以及汽車召回制度的研究。本文在查閱了大量文獻以及通過與汽車企業(yè)相關(guān)部門負責人訪談的基礎(chǔ)上，結(jié)合我國汽車召回的現(xiàn)狀，提出了本文的研究問題，即汽車召回事件對消費者購買意愿的研究。通過文獻的查閱以及工作經(jīng)驗，提出了年齡、受教育程度、是否經(jīng)歷過汽車召回以及汽車召回形式會影響消費者購買意愿的四個假設。根據(jù)所提假設，借鑒前人量表，并與導師、同學共同商議制定出了適合本文的量表。通過網(wǎng)絡及實地問卷的發(fā)放獲得調(diào)查數(shù)據(jù)，應用spss17.0對數(shù)據(jù)進行了描述性統(tǒng)計分析、信度分析、效度分析以及配對樣本獨立T檢驗。 數(shù)據(jù)分析結(jié)果表明：汽車召回事件對消費者的購買意愿不會產(chǎn)生十分顯著的影響；汽車召回事件對年齡較大消費者購買意愿的影響要大于年齡較小的消費者；對受教育程度較高消費者購買意愿的影響要小于受教育程度較低的消費者；汽車召回事件對經(jīng)歷過汽車召回事件消費者的購買意愿有提高的作用；主動的汽車召回會提升消費者的購買意愿，被動的汽車召回會嚴重的影響消費者的購買意愿。最后，本文根據(jù)數(shù)據(jù)分析的結(jié)果，在汽車召回方面，對汽車企業(yè)提供了相應的對策及建議。
[Abstract]:In recent years, vehicle recalls have become more and more frequent, and there are more and more researches on automobile recalls in China. However, most of them focus on the laws and regulations of automobile recall and the study of automobile recall system. This paper, based on a large number of references and interviews with the heads of relevant departments of automobile enterprises, combined with the current situation of automobile recall in China. This paper puts forward the research problem of this paper, that is, the study of the consumers' willingness to buy by the automobile recall incident. Through the literature review and the work experience, the author puts forward the age, the education level, Whether or not you have experienced a car recall and whether the form of a car recall will affect the consumer's willingness to buy. Through the distribution of network and field questionnaires, the survey data were obtained, and the descriptive statistical analysis, reliability analysis, validity analysis and independent T test of matched samples were carried out with spss17.0. The results of data analysis show that: the automobile recall event will not have a very significant impact on the consumer's purchase intention, and the automobile recall event has more influence on the older consumers' purchase intention than the younger consumers. The effect of automobile recall on consumers' purchase intention with higher education level is less than that on the less educated consumers, and the effect of automobile recall events on consumers' purchase intention after automobile recall events is improved. Active car recall will enhance consumers' purchase intention, passive car recall will seriously affect consumers' purchase intention. Finally, according to the results of data analysis, this paper analyzes the results of the car recall, It provides the corresponding countermeasure and suggestion to the automobile enterprise.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.471;F203;F713.55

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