品牌对汽车高级感感知影响的研究

A Study on the Influence of Brand on Automotive Premium Perception

摘要: 为考察用户高级感感知的影响因素，采用自编的汽车高级感感知问卷，对200名汽车消费者进行问卷调查。从产品特征出发，深入语义层面，基于改进后的Canopy-Kmeans算法对专业汽车网站中的用户评论进行文本分析，探讨汽车高级感的影响因素。利用相关性分析、多元线性回归分析以及中介效应分析等方法，探析了各影响因素和用户高级感感知间的关系。结果表明，品牌及理念能够通过价格及油耗、产品服务和造型及性能的完全链式中介预测消费者对汽车高级感感知。附加功能也能够通过价格及油耗、造型及性能和产品服务的完全链式中介预测消费者对汽车高级感感知。但是，品牌和附加功能都不能直接影响消费者的高级感感知。揭示了影响消费者感知汽车高级感的因素，为汽车企业的产品设计开发及品牌塑造等提供了参考意义。

Abstract: In order to investigate the influencing factors of users’ automotive premium perception, an automobile premium perception questionnaire was used to investigate 200 consumers. We start from the product characteristics and delves into the semantic level. Based on the improved Canopy-Kmeans algorithm, it analyzes user reviews on professional automobile websites and explores the influencing factors of advanced feeling in cars. We used methods such as correlation analysis, multiple linear regression analysis, and mediation effect analysis to explore the relationship between the influencing factors and the perception of advanced feeling in users. The results show that brand and concept can predict consumers’ perception of automobile premium through the complete chain mediation of price and fuel consumption, product service, styling and performance. Additional features can also predict consumers’ perception of a vehicle’s premium sensibility through the full chain of price and fuel consumption, styling and performance, and product service. However, neither the brand nor the additional features can directly affect consumers’ perception of the advanced sense. Our research reveals the factors that affect consumers’ perception of automotive premium, and provides suggestion for product design, development and brand building of automobile enterprises.