An empirical study on the influencing factors of consumers' second- hand car purchase intention

Abstract

Based on the theory of consumer behavior and the theory of purchase intention and combined with the actual situation of China’s second-hand car market, this paper designs a measurement scale, conducts an empirical survey with potential car buyers as research objects, and uses SPSS software to conduct factor analysis on the survey data. The main influencing factors of second-hand car consumers’ purchase intention are studied. This paper draws the following conclusions: Firstly, among the direct influences on purchase intention, perceived value has the most significant influence. It shows that perceived value is an essential antecedent of second-hand car consumers’ purchase intention, and high perceived value can improve the purchase intention of second-hand car consumers. Perceived benefits directly impact the purchase intention and indirectly affect the purchase intention of second-hand car consumers through perceived value. Secondly, the perceived risk of second-hand car consumers has a significant impact on their perceived value and purchase intention, which indicates that when considering the purchase of a second-hand car, there is an invisible mental risk in the mind of consumers, which will seriously inhibit the enthusiasm of second-hand car consumers to buy. Finally, the reference group also has a particular influence on the purchase intention. This indicates that when consumers consider buying used cars, they will not only evaluate the value of things in their minds but also be influenced by the outside world.