The Empirical Research About How The Media Attraction Of Automobile Radio Program Influences Customers’ Buying Incentives

With the increasing development in national economy, China has become one of the biggest countries in automobile consumption. It had made a breakthrough in automobile industry in2013, the production and sales of automobile is more than20million vehicles, which is the first in the world for last five consecutive years. As the amount of car owners are increasing rapidly, more and more people are concerned about the relative information of automobile. That demand creates a good audio-visual basis and space for the media industry. Broadcast media is trusted and loved by audience because it could spread all the information widely, timely and effectively. Shaanxi radio combines the demand of audience and the character of broadcast media to set up the program, which brings the whole program to a professional and comprehensive future among the environment of healthy competition. In order to satisfy the needs of the auto consumption market, the develop orientation of car radio is clear:the program form need to be more diversified and the host type tends to be more professional than before. Meanwhile, car production and advertising demand of the sales businessman provide a broad living space for domestic media industry. It becomes the main source of income of broadcast media. Automobile radio program is specialized in reporting the information of cars and related things, its target audience is people that who loved and concerned about cars. So, the program has a certain influence in car consumers’ purchasing psychology.This study selects motives of the audience car purchase as the research object, the use of innovative media attraction of the theoretical research of car radio presenter media appeal to the audience to purchase motive, the influence of which on different style car radio program media appeal to the audience to buy motivation differences were analyzed, and according to the result of empirical analysis, in view of the radio audience demand put forward rectification program strategies, to grasp the audience’s psychology, according to different personality traits of the content of the radio audience design programs and the form of expression in the rectification program, to maintain a high rate of the best communication effect, at the same time advertisements to promote cooperation with auto makers, use radio host media appeal to influence the audience to produce purchasing motivation, ultimately to achieve mutually beneficial and both of wining in the marketing strategy.On the basis of media attraction theory, this study is carried out to analyze the purchase psychology of two car radio program’s100car purchase. In the first section, related theories of media attraction and audience buying motives would be introduced. The second section illustrates the reason that why we do this research. In the third part, empirical research would be done based on related theory and current situation. Then, we collected the data from questionnaires, and exploit SPSS to analysis in the fourth section. In the fifth section, the result would be demonstrated. In the sixth section, it would be pointed out that the insufficiency and the prospect of this research. The seventh part provides conclusion, which the following two recommendations to the future study:One is to increase the activity and the content of interaction strengthen connections between the program and audience, another is to design suitable contents for different personality traits of radio listeners. This study concluded that the media appeal to the audience to purchase motives have significant impact on the conclusion, enrich the research on the motivation theories of purchase, for the future of consumer purchasing motivation, media appeal related problems such as study provides the basis of empirical research.