上海市年轻女性汽车消费心理对购买行为研究

Study on the Purchasing Behavior of Young Women in Shanghai

本文利用问卷调查数据对影响上海市年轻女性汽车消费心理行为的相关因素进行了实证分析。本文发现女性自我概念会促使年轻女性群体产生汽车消费心理,车辆外表、内部装饰、内在空间与个性化设计、车型的安全配置是影响上海年轻女性群体的主要因素。对此,本文提出针对年轻女性群体,汽车制造商有必要重视外观、车内装饰、车内空间与个性化设计,而汽车销售商也应该采用价格促销、体验促销的方式,以此来提高上海市年轻女性的汽车消费心理。

The paper finds that female self-concept can lead to young consumers group to generate car consumption psychology,vehicle appearance,interior decoration,interior space and personalized design.Here,it is proposed for young women groups,car manufacturers need to pay attention to appearance,interior decoration,car Interior space and personalized design,and car dealers should also use price promotions and experience promotion methods to improve the car consumption psychology of young women in Shanghai.