【作者】 王燕；

【导师】 侯桂凡；

【作者基本信息】 东北师范大学 ， 企业管理， 2014， 硕士

【摘要】 近年来，汽车召回事件越来越频繁，国内有关于汽车召回的研究也越来越多，但大多都集中于汽车召回的法律法规以及汽车召回制度的研究。本文在查阅了大量文献以及通过与汽车企业相关部门负责人访谈的基础上，结合我国汽车召回的现状，提出了本文的研究问题，即汽车召回事件对消费者购买意愿的研究。通过文献的查阅以及工作经验，提出了年龄、受教育程度、是否经历过汽车召回以及汽车召回形式会影响消费者购买意愿的四个假设。根据所提假设，借鉴前人量表，并与导师、同学共同商议制定出了适合本文的量表。通过网络及实地问卷的发放获得调查数据，应用spss17.0对数据进行了描述性统计分析、信度分析、效度分析以及配对样本独立T检验。数据分析结果表明：汽车召回事件对消费者的购买意愿不会产生十分显著的影响；汽车召回事件对年龄较大消费者购买意愿的影响要大于年龄较小的消费者；对受教育程度较高消费者购买意愿的影响要小于受教育程度较低的消费者；汽车召回事件对经历过汽车召回事件消费者的购买意愿有提高的作用；主动的汽车召回会提升消费者的购买意愿，被动的汽车召回会严重的影响消费者的购买意愿。最后，本文根据数据分析的结果，在汽车召回方面，对汽车企业提供了相应的对策及建议。更多还原

【Abstract】 In recent years, more and more auto recalls appeared and more and more researches onauto recalls. But most of the researches focused on automotive recalls laws, regulations andsystems. This paper put forward the research question is the influence of auto recalls onconsumer purchase intention which based on large number of literature and the interviewswith relevant departments and combined with the status of China’s automobile recall.According to the literature as well as work experience, the paper put forward four hypothesis,they are age, educational level, whether experienced automobile recalls and car recall formwould affect consumer purchase intention. And based on the four hypothesis, drew onprevious scale and discussed with instructor and classmates to make an appropriate scale inthis article. Through network and questionnaires in the field obtained survey data. And thepaper applied spss17.0to make data descriptive statistical analysis, reliability analysis,validity analysis and independent paired samples T-test.Data analysis showed that: Auto recalls would not have a very significant impact onconsumers’ purchase intention; The impact on older consumers purchase intention is greaterthan younger consumers; the impact on a higher level of education consumer purchaseintention is less than the less-educated consumers. Auto recalls would improve the purchaseintention who experienced automotive recalls; And active auto recall also would improve thepurchase intention. Passive auto recall will seriously affect consumer purchase intention.Finally, the paper provides the corresponding countermeasures and suggestions according tothe results of the data analysis.更多还原