An Empirical Study On The Effect Of Car Sale By Lease Consumers Purchase Intention

In the auto market, there are several main ways including wholesale, finance and sale by lease. The definition of sale by lease is that car dealers rent cars to lessees as a lessor and lessees pay rent on schedule according to the requirements of the lessor. When the lease expires, or lessees achieve lessor’s agreed conditions, the lessees would take the ownership of the car. In Europe and North America, the way of sale by lease is very popular. There are about50-percent car owners buying cars in way of sale by lease. However, the way of sale by lease appears in succession in our country until now, such as Beijing, Shanghai, Chengdu and so on. It has a great significance to popularize the way of sale by lease, promote the flourishing and the development of car markets through realizing the characteristics of sale by lease, summarizing the situation of sale by lease in our country, and analyzing the understanding and approval degree of consumers to cars sale by lease.Consumers’ purchase intention is a behavior trend which means consumers purchase specially appointed products or services. In the theoretical system of consumer behavior, consumers’purchase intention belongs to Psychodynamic research category which plays an important role on starting, sustaining and adjusting the purchase behavior. The existing literatures show that the important factors that affect purchase intention are the cognition degree of products, shopping environment, social economic factors and consumers’characteristics. According to the features of cars, there are three impacts affecting car consumers’ purchase intention:consumers, products and purchase decision background.The factor of consumers consists of behavior attitude, subjective standard and the control of perception behavior; the factor of products consists of car brand, price and grade; and the factor of purchase decision background consists of economic resources, consumer experience, information communication and preference state.Research shows that the behavior attitude and perception behavior control-variables of consumers have positive relationship with purchase intention when they are in the0.01significant levels; besides, the subjective standard and perceptive value have positive relationship with purchase intention when they are in the0.05significant levels. That suggests that the higher the consumers’cognizance to behavior attitude, the control of perception, subjective standard and perceptive value, the stronger willing for purchasing they will have. According to the correlation coefficient, the control of perception and behavior attitude has not as much as influence on the purchase intention, and so are the subjective standard and perceptive value.When it refers to the choice of different car classes, there exists much differences that how they would choose their way to trade. And consumers prefer to accept the sale by lease on high-level products. What’s more, the variable of decision background has a great influence on consumers’purchase intension, and their preference attitude has a more significant influence on it. There are nine variables, including behavior attitude, subjective standard, the control of perception, perception value, high-level cars, low-level cars, preference state and the information communication, all having the significant influence on the purchase intention. Inside, the preference state has the greatest influence, and the behavior attitude has the second greatest influence on the purchase intention.