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论文探究了中国私人小汽车消费者的自我概念及其与汽车产品及服务需求之间的关系。首先,确定适合中国私人小汽车消费者自我概念测量量表和汽车消费的态度变量指标,通过问卷调查获取第一手数据。然后,采用因子分析方法提炼出4个有代表性的中国私人小汽车消费者的自我概念;对汽车消费者自我概念与汽车消费态度的相关关系进行分析,揭示了持有4种自我概念的消费者对汽车的性能、特征、象征意义和服务等方面的消费需求偏好。最后,提供了研究结果的营销涵义。
The paper explores the self-concept of Chinese private car consumers and their relationship with the demand for automotive products and services. First of all, to determine the index of attitude variables suitable for Chinese private car consumers’ self-concept measurement scale and automobile consumption, and obtain the first-hand data through the questionnaire survey. Then, four representative self-concepts of Chinese private car consumers are extracted by factor analysis method. The correlation between self-concept of car consumers and car consumption attitude is analyzed, and the consumption of four kinds of self-concept is revealed The consumer’s preference for the performance, characteristics, symbolic meaning, and service aspects of the car. Finally, the marketing implications of the findings are provided.