A Study On The Relationship Between Authenticity Of Information Disclosed In Automobile Advertising And Consumers' Purchase Intention

As consumer goods,the automobile is large and durable, the target consumers of which have a high involvement purchase decision process,and the smooth information channels enhance this process. So consumers can spend very little cost to find the required purchase information. At the same time, consumers always pay close attention to the security of cars,and the rising oil price also contribute to growing fuel pressure; While the auto manufacturers would also like to take advantage of these concerns with increasing marketing efforts to capture the hearts of consumers.In such a process,car makers disclose marketing information about their products,while consumers collect and compare information. As a result, authenticity of marketing information will have a significant impact on consumers'purchase intention. Specifically, the authenticity can make consumers have association with CSR level firms assume, which has been interpreted as a commitment firms have to undertake. Thereby consumers'attitudes will be affected, and ultimately their purchase intention does.Taking the automobile industry as background,the paper focuses on the relationship of advertising marketing information disclosed,consumers'perceived level of corporate social responsibility and their purchase intention,as well as the acting mechanism. With questionnaire survey,indicators related to CSR perceived level disclosed in automobile advertising were concluded. And the influence on consumers'purchase intention of vehicle emissions,fuel consumption per 100km, braking distance,was measured using logistic regression. The data shows that the reality of advertising information has a positive effect on CSR perceived level and then on the purchase decision-making,with the intermediary effect of cognitive component and affective component. Both the not matching expectation and the exaggeration of advertising have a reverse effect on purchase intention.This paper demonstrated a series of information-gathering and evaluating process in consumers'purchasing decisions,and selected the related products indicators, which car manufacturers disclose routinely, to quantify the consumers' differences tolerance of these indicators.Thus, this paper will have a certain guiding role on the marketing activities of the automotive business, and the research results are operational and practical.