电子商务平台消费者汽车购买意图的影响因素分析——品牌形象的中介作用

Research on Influencing Consumers’ Automobile Purchase Intention on E-Commerce Platform—The Mediating Role of Brand Image

摘要: 目的：本文主要以电子商务平台消费者为调查对象，通过对其在汽车消费选择过程中所注重的产品特性、品牌形象以及其购买意图之间关系的分析，就品牌形象的中介效应进行实证分析。方法：通过社交网络平台使用多阶段随机抽样对662位有意在电子商务平台购买汽车的消费者进行调查，以探析电子商务平台消费者汽车购买意图、产品特性和品牌形象的关系，并确定品牌形象是否在购买意图和产品特性中具有中介效应。结果：1) 汽车消费者在消费过程中所注重的汽车性能特性(β = 0.41, p < 0.001)与安全特性(β = 0.29, p < 0.01)对其购买意图有着积极的影响。2) 汽车消费者在消费过程中所注重的汽车品牌形象(β = 0.59, p < 0.001)对其购买意图有着积极的影响。3) 汽车消费者在消费过程中所注重的品牌形象在汽车产品特性对其购买意图的影响作用中能起到中介的效应。结论：电子商务平台消费者购买意图不仅直接受产品特性的影响，还可以通过品牌形象的中介作用影响汽车的购买意愿。

Abstract: Objective: This paper mainly focuses on the consumers of Chinese e-commerce platform as the survey object, and empirically analyzes the intermediary effect of brand image by analyzing the relationship between the product characteristics, brand image and their purchase intention that they emphasize in the process of automobile consumption selection. Methods: Data collected from 622 consumers of e-commerce platform through a network survey questionnaire were analyzed to test the research hypothesis. Based on this, the paper explores the relationship between the automobile purchase intention, product characteristics and the brand image of the e-commerce platform consumers, and determines whether the brand image has an intermediary effect in the purchase intention and product characteristics. Results: 1) The Automobile Attributes (Performance (β = 0.41, p < 0.001) and Safety (β = 0.29, p < 0.01)) had a positive influence on consumers’ purchasing intention. 2) The brand image (β = 0.59, p < 0.001) was positive correlated with consumers’ purchasing intention. 3) The brand image had an indirect effect on the relationship between automobile attributes (Performance and Safety) and Consumers’ Purchasing Intention. Conclusion: The purchase intention of consumers on e-commerce platforms is not only directly affected by the product characteristics, but also can affect the purchase intention of cars through the intermediary role of brand image.