The Relationship Of Automobile Brand Preferences And Brand Choice

According to data released by China Association of automobile manufacturers showed that in 2015,Chinaese auto market sales reached 24.5976 million,an increase of 4.68%.China experienced a decade of rapid growth in car sales,now the growth is more slower than before,entering into a period of steady growth.The reason lies mainly in the 2015 economic downturn,transport,environment,energy pressure further,finally the demand of auto appeare weak,on the other side,it reflects the current car production capacity excessive release contradiction between supply demand and market demand,the growth in Chinese auto market has fallen from high growth shifting to low-speed range.Before consumers buy cars,they would face with numerous brands and modelst,which often lead to the difficult decisions.After getting the understanding of brand information,t there is a contradiction between he initial preference of the actual brand choice.The vehicle vertical website consumer behavior research of data availability is often questioned,the existence of such conflicts often lead to automakers’ huge profit loss because the judge is not exactly,what is more losing the market share.This paper starts with brand preference,based on car auto vertical website "autohome",which is consumers’ exposure to most,exploring the "autohome",as the network,how to guide consumers behavior of the media path,and made the relationships and contradictions to consumers’ brand preferences and brand choice,and the influencing factors.Through analysising the behavior path of consumers in "autohome",obtained that there are middle factors of four adimension degrees which consist of subjective cognitive structure of change,and perception interests,and groups reputation,and offline experience,that may effect the relationships of car brand preference and brand choice;make brand preference as forecast variable,including cognitive preference 、 emotional preference and behavior intention preference for,four middle effect factors for intermediary variable,brand choice for results variable,then obtaining the research model and related assumed.Using the SPSS software to get the quantitative analysis of the collected data.According to the research results,car cognitive preference make no directly related relationship th brand choice,emotional preference and car behavior intention preference has strong of explained force on car brand select;car brand preference has significantly effect subjective on cognitive structure,perception interests,online brand reputation,and offline experience are to,and make the indirect effect on car brand choice through subjective cognitive structure,and perception interests,and online brand reputation and offline experience;subjective cognitive structure,and perception interests,and online brand reputation,and Offline experience play intermediary role between brand preference and brand choice.