The Effect of Price Sensitivity, Brand Knowledge, Involvement, and Economic factors on Purchase - Postponement of Car - Using Promotion as a Moderator

• Main Authors: Lo, Chun Ya, 羅駿亞
• Other Authors: Wei Yuan Wang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/81670712095744424141

碩士 === 實踐大學 === 企業管理學系碩士班 === 100 === 　　This research reveals that the consumers indeed reduce their desire to purchase automobile under the effect of economy. Due to economic effect factor, price sensitivity of consumers enhanced, therefore, they spend more time to source related information and compare prices in order to figure out the price range that they feel more confident when negotiating the price of the car. Furthermore, consumers are afraid of making wrong decision on buying cars to cause mistake and regret, hence they intent to gather more relevant information or test-drive more frequently to reduce the risk of improper buying. 　　On the segment of brand knowledge, the difference of brandwidth within each brand is minimal. Brand image refers to the consumers’ subjective awareness, so brand knowledge can't effectively slow down the likelihood of Purchase - Postponement of automobile. Comparison between economic index and consumer confidence index, it is verified that economy is booming gradually, but the actual living of consumers is still affected by the factors of price fluctuation. This phenomenon leads to a consequence that family economy is not able to get benefit from economic boom, and the result coincides with the inference of this research about Economic factors to Purchase - Postponement of Car. 　　On the other hand, regarding the sales promotion plans mentioned in this research, the impact of reducing the effect of purchase - postponement may result differently from each promotion. So car dealers can consistently exercise various promotion activities and promotion packages to stimulate consumers to purchase cars.