自動車屬性이 브랜드이미지 및 購買意圖에 미치는 影響에 關한 比較硏究

Abstract

In this study, based on previous researches, the attributes of automobile were divided into intrinsic ones and extrinsic ones, and it was assumed that those intrinsic and extrinsic attributes give impact to brand image and consumer’s purchase intention. And questionnaire survey was conducted for each two of representative joint venture in China and domestic automobile brand of China. Through the questionnaire survey, the fact that intrinsic and extrinsic attributes of automobile affect brand image and consumer’s purchase intentionwas proved, and it was also found that difference exists in intrinsic and extrinsic attributes between joint venture manufactured automobiles and Chinese domestic ones. By analyzing the difference I found out the decisive attributes of automobile, and further suggested the right direction for setting up marketing strategy in order to enhance brand image of Chinese domestic enterprises and consumer’s purchase intention. The results of this study which was conducted with the abovementioned objectives are summarized as follows. First, it appeared that Chinese consumers nowadays regard safety devices and fuel efficiency of automobile as the most important factors in purchasing vehicle. Second, it was confirmed that intrinsic and extrinsic attributes of automobile affect brand image. It was also found out that the better the brand image is, the higher the purchasing intention becomes. Third, it appeared that among intrinsic attributes of automobiles madeby joint venture companies, the safety devices and exterior design are at considerably higher level than those made by Chinese indigenous enterprises. Fourth, it appeared that among extrinsic attributes of automobiles madeby joint venture companies, the aspect of advertising model is at considerably higher level than that of Chinese domestic enterprises. Fifth, when comparing the attributes of automobiles made by joint venture companies and those of Chinese domestic enterprises, it appeared that big difference exists in the intrinsic attributes. Sixth, it appeared that brand image of joint venture automobiles is more powerful than that of Chinese-made automobiles. Taking all the above results into consideration, it is concluded that Chinese automobile enterprises should concentrate their efforts on the aspects of safety devices and exterior design among intrinsic attributes, as well as on the aspect of advertising model among extrinsic attributes, in order to enhance their brand image and consumer’s purchase intention.