本文選題：汽車召回　切入點(diǎn)：消費(fèi)者購(gòu)買意愿　出處：《東北師范大學(xué)》2014年碩士論文

【摘要】：近年來，汽車召回事件越來越頻繁，，國(guó)內(nèi)有關(guān)于汽車召回的研究也越來越多，但大多都集中于汽車召回的法律法規(guī)以及汽車召回制度的研究。本文在查閱了大量文獻(xiàn)以及通過與汽車企業(yè)相關(guān)部門負(fù)責(zé)人訪談的基礎(chǔ)上，結(jié)合我國(guó)汽車召回的現(xiàn)狀，提出了本文的研究問題，即汽車召回事件對(duì)消費(fèi)者購(gòu)買意愿的研究。通過文獻(xiàn)的查閱以及工作經(jīng)驗(yàn)，提出了年齡、受教育程度、是否經(jīng)歷過汽車召回以及汽車召回形式會(huì)影響消費(fèi)者購(gòu)買意愿的四個(gè)假設(shè)。根據(jù)所提假設(shè)，借鑒前人量表，并與導(dǎo)師、同學(xué)共同商議制定出了適合本文的量表。通過網(wǎng)絡(luò)及實(shí)地問卷的發(fā)放獲得調(diào)查數(shù)據(jù)，應(yīng)用spss17.0對(duì)數(shù)據(jù)進(jìn)行了描述性統(tǒng)計(jì)分析、信度分析、效度分析以及配對(duì)樣本獨(dú)立T檢驗(yàn)。 數(shù)據(jù)分析結(jié)果表明：汽車召回事件對(duì)消費(fèi)者的購(gòu)買意愿不會(huì)產(chǎn)生十分顯著的影響；汽車召回事件對(duì)年齡較大消費(fèi)者購(gòu)買意愿的影響要大于年齡較小的消費(fèi)者；對(duì)受教育程度較高消費(fèi)者購(gòu)買意愿的影響要小于受教育程度較低的消費(fèi)者；汽車召回事件對(duì)經(jīng)歷過汽車召回事件消費(fèi)者的購(gòu)買意愿有提高的作用；主動(dòng)的汽車召回會(huì)提升消費(fèi)者的購(gòu)買意愿，被動(dòng)的汽車召回會(huì)嚴(yán)重的影響消費(fèi)者的購(gòu)買意愿。最后，本文根據(jù)數(shù)據(jù)分析的結(jié)果，在汽車召回方面，對(duì)汽車企業(yè)提供了相應(yīng)的對(duì)策及建議。
[Abstract]:In recent years, vehicle recalls have become more and more frequent, and there are more and more researches on automobile recalls in China. However, most of them focus on the laws and regulations of automobile recall and the study of automobile recall system. This paper, based on a large number of references and interviews with the heads of relevant departments of automobile enterprises, combined with the current situation of automobile recall in China. This paper puts forward the research problem of this paper, that is, the study of the consumers' willingness to buy by the automobile recall incident. Through the literature review and the work experience, the author puts forward the age, the education level, Whether or not you have experienced a car recall and whether the form of a car recall will affect the consumer's willingness to buy. Through the distribution of network and field questionnaires, the survey data were obtained, and the descriptive statistical analysis, reliability analysis, validity analysis and independent T test of matched samples were carried out with spss17.0. The results of data analysis show that: the automobile recall event will not have a very significant impact on the consumer's purchase intention, and the automobile recall event has more influence on the older consumers' purchase intention than the younger consumers. The effect of automobile recall on consumers' purchase intention with higher education level is less than that on the less educated consumers, and the effect of automobile recall events on consumers' purchase intention after automobile recall events is improved. Active car recall will enhance consumers' purchase intention, passive car recall will seriously affect consumers' purchase intention. Finally, according to the results of data analysis, this paper analyzes the results of the car recall, It provides the corresponding countermeasure and suggestion to the automobile enterprise.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471;F203;F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 賀愛忠;鄭帥;李鈺;;公益營(yíng)銷對(duì)消費(fèi)者品牌信任及購(gòu)買意愿的影響[J];北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2009年03期

2 寧燁;入世后我國(guó)缺陷汽車召回管理制度問題初探[J];東北大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2003年03期

3 王素娟,田新苗;我國(guó)缺陷汽車產(chǎn)品召回制度法律問題研究[J];河北法學(xué);2004年10期

4 張音;黃敏學(xué);;產(chǎn)品召回為何“弄巧成拙”——企業(yè)利益相關(guān)者的交互滿意影響機(jī)制探究[J];經(jīng)濟(jì)與管理研究;2012年04期

5 張學(xué)敏;何酉寧;;受教育程度對(duì)居民消費(fèi)影響研究[J];教育與經(jīng)濟(jì);2006年03期

6 謝佩洪;周祖城;;中國(guó)背景下CSR與消費(fèi)者購(gòu)買意向關(guān)系的實(shí)證研究[J];南開管理評(píng)論;2009年01期

7 張音;黃敏學(xué);;企業(yè)產(chǎn)品召回的多視角研究述評(píng)[J];經(jīng)濟(jì)縱橫;2012年04期

8 王琰;王峗松;黃國(guó)忠;孫寧;;汽車召回現(xiàn)狀及缺陷模式研究[J];汽車工程;2008年11期

9 吳亮錦,糜仲春;珠寶知覺價(jià)值與購(gòu)買意愿的經(jīng)濟(jì)學(xué)分析[J];商場(chǎng)現(xiàn)代化;2005年25期

10 鄭榮華;趙定濤;;臺(tái)灣汽車業(yè)經(jīng)銷通路經(jīng)營(yíng)行為與購(gòu)買意愿的經(jīng)濟(jì)學(xué)分析[J];商場(chǎng)現(xiàn)代化;2005年28期

本文編號(hào)：1663443