缺陷汽车召回制度对消费者购买意愿的影响研究

Research on the Effects of Auto Recall System on Consumers Purchase Intention

根据缺陷汽车召回与消费者心理相关理论,构建了缺陷汽车召回制度对消费者购买意愿影响的概念模型。以378份有效调查问卷为研究样本,研究了缺陷汽车召回制度对消费者购买意愿的影响。研究结果表明,汽车召回制度对提高消费者购买意愿与提升汽车企业的产品供给水平均具有积极影响。利用行政权力对汽车安全进行后市场监管,对保护消费者权益具有显著影响;汽车企业召回策略的制定,与汽车召回制度下的技术监管关系更密切。汽车企业在应对召回过程中采取的策略越积极主动,越有利于提振消费者信心。

According to the theories about auto recall and consumer psychology,the conceptual model of the effects of auto recall system on consumers purchase intention is constructed.Taking 378 effective questionnaires as the research sample,the paper studies the effects of auto recall system on consumers purchase intention and the results show that the auto recall system has a positive impact on improving the consumer purchase intention and product supply level.Administrative supervision of auto recall has significant influence on protecting consumers＇ rights and interests.The recall strategy of automobile enterprises is more closely to the technical regulations for auto recall system.The more active automobile enterprises develop the recall strategy,the more conducive to boost consumer confidence.