The Influence Of Automobile Product Attributes On Consumers' Purchase Intention

With the rapid development of China's economy and the continuous improvement of residents' income,the automobile industry has developed rapidly in the past two decades.The change of traditional consumption concepts and the upgrading of consumption structure have made more and more families consider the consideration of car space,comfort and safety.Among them,various manufacturers,becoming a hot segment,are constantly introducing the popularity of luxury medium-sized SUVs is increasing day by day,and new models to the market.Even though the growth of the auto market has slowed down since 2018,the scale and growth potential of the domestic auto market still attracts widespread attention from car companies in various countries.In this fiercely competitive environment,opportunities and threats in the automotive market coexist.The various attributes of automotive products will have an impact on consumers' willingness to purchase.Therefore,manufacturers need to use limited resources to accurately plan products to maximize the impact on consumers' purchasing decisions,so as to enhance competitiveness and win higher markets.Share.Based on the above,the article takes luxury mid-size SUV car consumers as the research object,and discusses the influence of automobile product attributes on consumers' willingness to purchase.Through a comprehensive analysis of existing relevant literatures at home and abroad,a research model is constructed based on the perceived value model.In the model of constructing product attributes and purchasing intentions,the automobile product attributes are independent variables,the purchase intention is the dependent variable,and the emotional value,social value and perceived risk are introduced as mediator variables,and hypotheses are proposed.Conduct an empirical analysis by means of questionnaires.The data were processed using the analysis software SPSS 24.0 and AMOS 21.0,and the research scale and conceptual model were tested and analyzed.This includes the reliability and the structural equation model verifies validity of the questionnaire from the reliability analysis and validity analysis,and the hypothesis,and the mediating effect test method is used to test the mediating effects of emotional value,social value and perceived risk.The conclusions are drawn:(1)Functional and symbolic attributes of automotive products have a significant positive impact on consumers' willingness to purchase.(2)Emotional value and social value play a mediating role between the attributes of automobile products and the willingness to purchase.(3)Perceived risk has an intermediary effect between the functional attributes of the car and the willingness to purchase,but does not have an intermediary effect between the symbolic attributes of the car and the willingness to purchase.Finally,aiming at the research conclusions and current auto makers,taking the segment of luxury medium-sized SUV as an example,this paper deeply studies the influencing factors of automobile product attributes on consumers' willingness to purchase,and proposes corresponding countermeasures and suggestions based on the research conclusions:(1)In the case of having sufficient resources,the auto makers should simultaneously make the functional and symbolic attributes of the product.If internal resources are limited,it will focus on improving symbolic attributes in the short term,and will help increase consumers' willingness to purchase.(2)Auto makers should focus on eliminating perceived risks that consumers may generate in order to increase their willingness to purchase.