Study On The Purchasing Intentions Of Chinese Consumers Based On The Brand Recognition Of Japanese Cars

Under the overwhelming trend of globalization, the world economy is entering a new era of internationalization, in which production, trade, capital,financial currency and etc become unprecedently internationalized. Along with that the business operation also become more and more involved in the world economy, so the enterprises now divert their attentions on the external market in order to explore the new market opportunities and to adapt to the new marking atmosphere. The customers usually make their choice on foreign products, however, according to the impression and memory in their minds. Therefore it turns out to be a popular and widespread research topic on how consumers perceive the value of products and finally choose them.From China's entrance into WTO, international trade develops so rapidly that the export amount already exceeds that of Germany and ranks the first of the world. In this process, however, export relies heavily on the basic products, while high-tech and high value-added products still take a small ratio of exports. Comparatively, China's import concentrates more on high-tech and high value-added products. Take Japan as an instance, its second largest trade partner is China whose import, however, mainly distributes in mechanic and motor industry. Especially in the motor market, the Japanese cars take up more than half of the Chinese motor market size. Thus it is very important and necessary to research on how Chinese consumers'behaviors are affected when purchasing Japanese cars, which would apparently help domestic car makers and sellers develop more experience, to better position their markets, to better distinguish their customers, and to improve their comparative advantage and core competence and performance in the end.In the light of theoretic and empirical study, this paper put forward history image how to influence consumers'decision of purchase, basis on this, proposing assumes that because of advertising of brand image, Japanese's history image don't immediate impact purchase behavior, only can influence the general image. In this process, the history impact will be weakened by general image. Then, this paper analysis the product's brand personality by product's brand scale, put out that the brand personality Japanese's car is economic and will influence consumers'decision of purchase for the most part, at the same time this paper find out the product's brand personality will influence consumers'decision of purchase by external quality awareness. Consider on consumers'decision of purchase model, the service experience will influence consumers'decision of purchase.Finally, by questionnaire investigating of Chinese motorists, this paper analyzed consumers'car stereotypes of"made in Japan", and used the structural equation model, then put forward the forming dimensions of consumers'decision of purchase by component factor analysis, Basis on this, rejected some factors of no significant counts, then forming the ultimate model of decision of purchase. Last, this paper put forward the key factor how to influence consumers'decision of purchase. Based on the theoretical analysis and empirical, the paper suggested that : Strengthen national marketing, the government needs to concentrate on the making of the national image; Chinese car companies should pay attention to brand personality of the shaping and create new product attributes; Open the new mode of after-sales service.