A Study Of The Influence Of Passenger Car Styling On Consumer Purchase Decision

This paper studies the influence of passenger car styling on consumer purchase decision.The major research is consist of two parts,i.e.whether and to what extent the passenger car styling affects consumer purchase decision and how the detailed character lines of passenger cars' form influences consumer purchase decision.First,on the basis of a large number of theoretical studies,it is proved by experiments that the passenger car styling plays an important role in the process of consumer purchasing decision.Then based on consumer behavior theory and cognitive psychology,consumer's cognition process about passenger car styling is divided into two parts,that is the consumer's abstract cognitive process and cognitive process,which is the two part of the abstract modeling elements and modeling elements of passenger car styling.Last,based on this,the main cognitive elements of passenger car styling are determined,and the relationship between the elements is set up by DEMATEL method.This research shows that the passenger car styling has a significant impact on consumer purchase decision,and the impact of different modeling elements on consumer purchase decision is also different.Among abstract car modeling elements,the style image plays a greatest role,among the specific modeling elements,air intake grid,body side outline line and other modeling elements have greatest influence.This research is helpful to the designer and the automobile enterprises to better understand and grasp the consumer's cognition and preference,and has important guidance function to passenger car styling design.