联合分析法视角下家用轿车购买决策的中日比较

摘要

Based on conjoint analysis(CA), this study compares automobile purchase decision-making behavior between 96 Japanese and 102 Chinese consumers, The study finds that country-of-origin is the most important for Chinese consumers, while price for Japanese consumers. Most consumers judge the automobile's quality through price clue and look automobiles as conspicuous goods. There are significant brand effect and country-of-origin effect in consumers' purchase decision-making. Majority of the consumers has the patriotism inclination in automobile purchasing choices. These conclusions are useful for developing marketing strategies.%　　文章使用联合分析法对中国和日本消费者购买轿车决策的差异进行了比较。通过对96名日本消费者和102名中国消费者的调查发现：中国消费者相对最重视轿车的原产地，而日本消费者最重视轿车的价格；大多数中日消费者通过价格对轿车的品质进行判断，并且都赋予轿车“炫耀品”属性；消费者购买决策存在显著的品牌和原产地效应，多数中日消费者对于轿车的选择都存在明显的爱国主义倾向。这些结论为制定营销策略提供了有益的启示。