Game Behavior And Countermeasure Of The Second-hand Vehicle On Internet

According to the data of China Automobile Circulation Association,in 2016,the second-hand vehicle trading volume in China broke through 10 million vehicles for the first time;in 2017,it reached 12.4 million vehicles,of which the proportion of e-commerce sales reached 17.6%;in 2018,it reached 138.219 million vehicles,a record high for three consecutive years.At present,a large amount of investment,including BAT giants,has poured into this investment hotspot.In the past three years,the second-hand car industry has raised nearly 30 billion yuan,and the competition of e-commerce has become fierce.The annual advertising cost is as high as billions of yuan.However,there is still a big gap between the development of China's used car industry and that of foreign countries.Because of the asymmetric information between buyers and sellers,the disputes of used car sales occur frequently,and consumers' confidence in buying cars is insufficient.In order to make the used car market in China develop in a healthy and orderly manner,reduce the transaction risk and the asymmetry of used car trading information,and build a new market environment.Firstly,thesis analyzes the behavior of used car transactions based on the Internet by analyzing consumer behavior theory and related decision models.By studying the relevant literatures at home and abroad to establish theoretical models,collecting data in the form of questionnaire surveys,using factor analysis and structural equation models to study the purchase intention of second-hand car buyers based on the Internet.Then,based on the three factors of quality,price and service level,which have a great influence on the purchase behavior of used cars,analyze the game behavior between used car platforms and used car buyers.Then,based on the current vicious competition behavior of the huge amount of advertising developed by used car e-commerce,a game analysis was carried out to carry out relevant strategy research.Finally,it sorts out some difficulties encountered in the online trading of second-hand car industry,and then proposes countermeasures from the two aspects of information sharing platform construction and transparent price mechanism establishment,aiming at completely eliminating the information asymmetry problem of used car industry and quickly releasing China.By studying the influencing factors of the purchase intention of Internet-based used car buyers and the vicious advertising competition behavior,it can provide a clear development direction for the used car e-commerce platform.The establishment of information sharing platform and the establishment of transparent price mechanism can effectively solve the information asymmetry problem faced by the used car industry,which is of great significance to the development of the used car industry.