An Empirical Study On Adult Consumer's Automobile Consumption Attitude In Guangdong Province From Psychological Symbol Perspective

The automobile market in China becomes more and more competitive. With the changing demands of consumer and strategies of automobile manufacturers, the enterprises have to raise their psychological analysis abilities. So this paper studies automobile consumption attitude from psychological symbol perspective.First of all, the author constructs the "psychological symbol and automobile consumption attitude relationship model" from psychological symbol perspective, and describes the development and validation of a short, reliable and valid attitude scale to measure automobile consumption attitude.Second, a questionnaire survey was carried out, which contains automobile consumption attitude scale and lifestyle scale in Guangdong province. 416 valid responses were received. Based on the data, the paper takes use of the factor analysis method to sort the automobile consumption attitudes in Guangdong province. The result supports the theoretical hypothesis.Third, after correlation analysis, it is obvious to see the relationship between various psychological symbol and automobile consumption attitude. The correlation analysis results indicate that l.the relationship between authoritarian and fervor attitude on automobile consumption is significant and strongly positive correlation;2. the relationship between faddist and conspicuous attitude on automobile consumption is significant and strongly positive correlation;3.the relationship between realist and "gone with the stream" automobile consumption attitude is significant and strongly positive correlation;4. the relationship between materialistic persons and utility attitude on automobile consumption is significant but strongly negative correlation;5. the relationship between ideologist andunconcerned attitude on automobile consumption is not significant, but is significant and strongly positive correlated with utility attitude on automobile consumption.Finally, there comes to the conclusions and contributions of this study. This paper also gives 4Ps strategies according to consumers with different lifestyle archetype, and proposes some suggestions for further researches in automobile consumption attitude.