Study On Decision-making Behavior Of Passenger Car Purchase In Family Consumption In The New Era

Socialism with Chinese characteristics has entered a new era.In this context,the Chinese people have a growing demand for a better life and a higher demand for material and cultural life.China is now the world’s leading market for passenger car sales.Passenger car is the representative of durable consumer goods,and many research results have been obtained on the consumer behavior of durable consumer goods.By combining these theoretical results with the decision-making behavior of domestic passenger car purchase,this paper introduces the theoretical hypothesis of domestic family decision-making behavior of passenger car purchase and proves it.Family is a basic social group bound by blood relationship and marriage.Deep and lasting emotional ties are established among family members.Therefore,the purchasing decisions of families are different from those of other social groups or individuals.Because the purchase decision made by family members together has different results from the purchase decision made by individuals,and there are blood or emotional relationships and cooperative relationships in families,family purchase behavior is different from individual purchase behavior.Therefore,in China,individual consumption behavior should not only consider their own needs,but also consider the consumption needs of the whole family.Passenger cars are characterized by relatively high prices and large brand differences.Therefore,in order to reduce risks,consumers usually choose carefully and compare carefully.In this sense,the purchase of passenger cars is a mature purchase behavior.In this paper,from theory to reality,various factors affecting the decision of passenger car purchase are described,such as family income,family life cycle,etc.,and combined with the theoretical framework to construct China’s passenger car purchase decision model.Next,we will use relevant analysis methods to test the hypotheses proposed in this paper.This paper uses a family life cycle model more suitable for China’s actual situation,which includes married second-generation families(three generations living under the same roof)and excludes single families.Through the study of the text,the main conclusions are as follows:1.The decision-making mode for Chinese families to purchase passenger cars is mainly based on the joint decision of husband and wife.2.The investigated families at different stages of CFLC have great differences in their consideration of various risks,and negatively affect their family decision-making behavior of passenger car purchase.Of all the perceived risks,Chinese households think most about safety risks and are less concerned about self-risk.3.There is a significant difference in the perceived value of the investigated families at different stages of CFLC,which has a positive influence on their decision-making behavior of purchasing passenger cars.Among all the perceived values,Chinese families care most about functional values.Among all the sources of information,my own experience is the most valuable reference for Chinese families’ purchasing decisions of passenger cars,and is one of the most important bases for Chinese families’ purchasing decisions.