A Study On The Factors Of Service Capability Of Automobile Trade Area To The Settled Willingness Of Vendors

The automobile trade area appeared in 1990 s and existed in car circulation as a special industry format.With the rapid development of economy,automobile trade area has gradually become comprehensive car park with diversification and perfect service function,which integrates and optimizes automotive resources,lives on car “one-stop”service such as car exhibition,sales and after-sale service.In addition,it supports automobile financial service and city leisure tourism,implements a unified management and operation,develops rapidly in lower-tier city and has become a new landmark in the development of regional economy.Automobile trade area attracts a large number of vendors to enter and forms the industrial cluster in the automobile industry chain.However,in the early stage of construction,the operation effect is not ideal.Many car vendors remain a wait-and-see attitude on the overall service capability of the automobile trade area because of the capital,talent and other restrictions.The area takes a series of measures to attract vendors.Due to the lack of systematic theoretical research and single investment means,the willingness of vendors is not strong.The author also encountered the same reality problems in the practice of tutor project.We have to consider how to improve the willingness of vendors,how to enhance the service capability of the area.Based on this background,the author tries to study the factors of service capability of automobile trade area to the willingness of vendors,explores the relationship between service capability and settled willingness to provide some guidance and practical direction.Based on the theory of industrial clusters and enterprise capability,this paper makes a deep analysis of key service capability in the automobile area.From the theory of TRA& TPB & perceived value,the author proposes the perceived service capability affects settled willingness by perceived benefit and perceived risk,construct a theoretical model,defines each of the key elements,and puts forward the research hypothesis.This paper formed the survey questionnaire finally by scales design.And the author practices personally and relies on the tutor’s project to collect 235 sample data for empirical analysis.The author tests the data by descriptive statistics,reliability analysis,validity analysis,correction analysis and regression analysis to verify the hypothesis of this study.Many findings of this paper are as follows:(1)perceived logistics service andperceived knowledge service have a direct positive effect on settled willingness;(2)logistics,knowledge,financial service have a direct effect on the perceived benefit;(3)perceived knowledge and financial service have a direct negative effect on the perceived risk;(4)perceived benefit has a direct positive effect on settled willingness and perceived risk has a direct negative effect on settled willingness;(5)perceived benefit mediates the effects of perceived logistics service on settled willingness;perceived benefit is an intermediary variable factor between perceived knowledge service and settled willingness;(6)perceived risk is not a significant intermediary variable between perceived logistics service and settled willingness;perceived risk is an intermediary variable factor between perceived knowledge service and settled willingness.This paper has verified the hypothesis and puts forward some suggestions to the development of automobile trade area:(1)improving the key service capability of automobile trade area;(2)promoting the perceived benefit of auto vendors and avoiding perceived risk;(3)promoting the coordinated development between the automobile trade area and vendors.At the end of the paper,the author pointed out the shortcomings of this study.