建立汽车消费者价值观评价模型

The Establishment of an Evaluation Model of Automotive Consumer Value

汽车消费者价值观会影响消费者的汽车消费行为,根据目标人群的消费者价值观去指导汽车产品的设计有利于汽车企业从激烈的市场竞争中脱颖而出,但这需要能有效地测量和描述汽车消费者价值观。本研究参考了过往研究,结合对汽车消费者产品偏好的洞察,经过两次收集真实车主的数据,进行了探索性因子分析和验证性因子分析,最终建立了一个包含14道题的汽车消费者价值观评价模型。该模型在心理统计学上具备合理性,能为未来的研究和应用提供参考。

Automotive consumer value will affect the consumption behavior of automobile. It’s conducive for automobile companies to stand out from fierce competition that developing automobile products based on the consumer values of target group. However, it needs the effective measurement and description of the automotive consumer value. Combined previous research and the insight into the product preference of automotive consumers, this study collected data from vehicle owners twice to implement exploratory factor analysis and confirmation factor analysis, and finally established a 14 question evaluation model of automotive consumer value. The model is statistically reasonable in psychology, providing a reference for future research and application.