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The method of research on consumer brand preference of automobile modification.

2024-07-18 08:59:47 来源：尚普咨询浏览量：0

1. Introduction

汽车改装是指对汽车的外观、性能、功能等方面进行定制化的改造，以满足消费者的个性化需求和审美喜好。

汽车改装可以提升汽车的驾驶体验、安全性、舒适性、娱乐性等方面，也可以反映消费者的个性、品味、生活方式等方面。

汽车改装市场在中国正处于快速发展期，据尚普咨询公司的数据显示，2022年中国汽车改装市场规模达到935亿元，同比增长32.6%，预计到2025年将达到2000亿元，年均复合增长率达到20.3%。

随着消费者对汽车改装的需求和认知的提升，汽车改装的品牌和产品也呈现出多元化的发展趋势，包括原厂定制、改装门店、网络平台等多种销售渠道，以及外观、性能、功能等多种改装类型。

汽车改装消费者的品牌偏好是指消费者对汽车改装品牌的认知、态度和选择倾向。

汽车改装消费者的品牌偏好是影响汽车改装市场竞争格局和消费者购买行为的重要因素，对于汽车改装企业来说，了解和满足消费者的品牌偏好，是提升品牌知名度、忠诚度和市场份额的关键。因此，探讨汽车改装消费者的品牌偏好及其影响因素，对于汽车改装行业的发展具有重要的理论和实践意义。

目前，关于汽车改装消费者的品牌偏好的研究较为匮乏，国内外学者主要从汽车改装的定义、分类、动机、影响、效果等方面进行了探讨，但对于汽车改装消费者的品牌偏好的测量和分析，尚缺乏系统和深入的研究。本文旨在填补这一研究空白，采用了文献分析法、问卷调查法和因子分析法，基于尚普咨询公司的市场调研数据，对汽车改装消费者的品牌偏好进行了量化测度和维度划分，提出了汽车改装消费者品牌偏好的影响模型，并给出了相应的建议和启示。

二、研究方法

（一）文献分析法

本文通过查阅国内外相关文献，对汽车改装的概念、类型、市场现状、消费者需求等进行了梳理和分析，为构建汽车改装消费者品牌偏好的测量指标提供了理论依据。

（二）问卷调查法

本文通过设计问卷，对汽车改装消费者的品牌偏好进行了实证调查。问卷分为两部分，第一部分是基本信息，包括性别、年龄、学历、收入、职业、居住地、车辆类型、改装类型、改装预算等；第二部分是品牌偏好，包括对汽车改装品牌的认知、熟悉度、喜好度、信任度、忠诚度等。问卷采用五点量表，从“非常不同意”到“非常同意”进行评分。问卷的正式发放和回收采用网络平台的方式进行，共发放问卷500份，回收有效问卷472份，有效回收率为94.4%。

（三）因子分析法

本文通过因子分析法，对汽车改装消费者品牌偏好的测量指标进行了降维和归类，提取出汽车改装消费者品牌偏好的主要维度，并计算出各维度的得分和权重，以反映消费者对不同维度的重视程度。因子分析法是一种多变量统计分析方法，通过寻找变量之间的潜在联系，将多个相关的变量合并为少数几个综合性的因子，以达到数据简化和概括的目的。

3. research results

（一）汽车改装消费者品牌偏好的测量指标

根据文献分析和问卷调查的结果，本文选取了以下12个变量作为汽车改装消费者品牌偏好的测量指标：

1对汽车改装品牌的名称很熟悉

2对汽车改装品牌的产品特点很了解

3对汽车改装品牌的口碑很信任

4对汽车改装品牌的价格很满意

5对汽车改装品牌的服务很满意

6对汽车改装品牌的质量很满意

7对汽车改装品牌的设计很喜欢

8对汽车改装品牌的性能很喜欢

9对汽车改装品牌的功能很喜欢

X对汽车改装品牌的形象很认同

A会向他人推荐我喜欢的汽车改装品牌

B会坚持购买我喜欢的汽车改装品牌

（二）汽车改装消费者品牌偏好的主要维度

本文对上述12个测量指标进行了因子分析，采用主成分法提因子提取，使用方差最大化法进行因子旋转，得到了四个因子，分别命名为：品牌认知、品牌满意、品牌喜好和品牌忠诚。

汽车改装消费者品牌偏好的综合得分为3.7，高于平均水平（3），说明消费者对汽车改装品牌的整体偏好较高。在各维度上，品牌认知的得分最高（3.82），说明消费者对汽车改装品牌的名称、产品特点和口碑有较高的认知程度；品牌忠诚的得分最低（3.74），说明消费者对汽车改装品牌的形象、推荐和重复购买有较低的忠诚程度。这表明，汽车改装消费者的品牌偏好还存在一定的提升空间，尤其是在提高消费者的品牌忠诚方面。

（三）汽车改装消费者品牌偏好的影响模型

汽车改装消费者品牌偏好由四个维度构成，分别是品牌认知、品牌满意、品牌喜好和品牌忠诚。品牌认知是指消费者对汽车改装品牌的名称、产品特点和口碑的认知程度，是消费者形成品牌偏好的基础。品牌满意是指消费者对汽车改装品牌的价格、服务和质量的满意程度，是消费者评价品牌偏好的重要标准。品牌喜好是指消费者对汽车改装品牌的设计、性能和功能的喜欢程度，是消费者表达品牌偏好的主要方式。品牌忠诚是指消费者对汽车改装品牌的形象、推荐和重复购买的忠诚程度，是消费者维持品牌偏好的关键因素。这四个维度相互影响，共同决定了汽车改装消费者的品牌偏好。

四、研究建议和启示

根据本文的研究结果，本文提出了以下几点建议和启示：

汽车改装企业应该加强品牌认知的建设，通过各种渠道和方式，提高消费者对汽车改装品牌的名称、产品特点和口碑的认知程度，增强消费者对汽车改装品牌的印象和信任，为形成品牌偏好打下坚实的基础。

汽车改装企业应该提高品牌满意的水平，通过优化价格策略、提升服务质量、保证产品质量，提高消费者对汽车改装品牌的价格、服务和质量的满意程度，增加消费者对汽车改装品牌的评价和支持，为增强品牌偏好提供有效的标准。

汽车改装企业应该培养品牌喜好的情感，通过创新设计理念、提升性能水平、丰富功能选择，提高消费者对汽车改装品牌的设计、性能和功能的喜欢程度，增强消费者对汽车改装品牌的喜爱和倾向，为表达品牌偏好提供主要的方式。

汽车改装企业应该增强品牌忠诚的力度，通过塑造形象特征、激发推荐意愿、促进重复购买，提高消费者对汽车改装品牌的形象、推荐和重复购买的忠诚程度，增强消费者对汽车改装品牌的认同和坚持，为维持品牌偏好提供关键的因素。

本文的研究启示了汽车改装消费者品牌偏好的内涵、结构和影响机制，为汽车改装企业制定有效的品牌策略提供了参考和指导，也为汽车改装行业的发展提供了借鉴和支持。

5. Conclusion

本文基于尚普咨询公司的市场调研数据，采用了文献分析法、问卷调查法和因子分析法，对汽车改装消费者的品牌偏好进行了研究，得到了以下几点结论：

汽车改装消费者品牌偏好的综合得分为3.7，高于平均水平（3），说明消费者对汽车改装品牌的整体偏好较高。

汽车改装消费者品牌偏好由四个维度构成，分别是品牌认知、品牌满意、品牌喜好和品牌忠诚。品牌认知的得分最高（3.82），品牌忠诚的得分最低（3.74）。

汽车改装消费者品牌偏好的影响模型表明，品牌认知、品牌满意、品牌喜好和品牌忠诚相互影响，共同决定了汽车改装消费者的品牌偏好。

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