Journal of the Korea Safety Management & Science (대한안전경영과학회지)

Korea Safety Management & Science (대한안전경영과학회)
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A Study on the Factors Influencing the Purchase Intention of Automobiles

자동차의 구매의도에 미치는 요인에 관한 연구

  • Bae, Young-Ju (Dept. of Industrial and Management Engineering, Korea national University of Transportation)
  • 배영주 (한국교통대학교 산업경영공학과)
  • Received : 2021.04.06
  • Accepted : 2021.06.22
  • Published : 2021.06.30
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Abstract

This paper conducted an empirical study to identify the causal relationship of factors affecting the purchase intention of automobiles from the customer's point of view. This study sets the purchase intention as a result variable and constructs a causal model with brand image, product attributes (exdogenous variable), and customer value (endogenous variable) as a cause that affects purchase intention. The results of this study are summarized as follows. First, the symbolic image of the brand was found to have a very significant effect on customer value (p=0.01), and the external attribute of the product also had a significant effect on customer value (p=0.1). Second, customer value was found to have a very significant effect on purchase intention (p=0.01), and the functional image of the brand also had a significant effect on purchase intention (p=0.1). Third, there is a strong positive (+) correlation between the functional image of the brand and the symbolic image of the brand, the intrinsic attribute of the product, and the external attribute of the product, and also between the symbolic image of the brand and the intrinsic attribute of the product and There was also a positive (+) correlation between extrinsic attributes. Therefore, in order to increase customer value, automobile manufacturing companies have a functional value of products from a customer-oriented perspective. It is judged that every effort should be made to maintain a lasting relationship by grasping the values of customers, which are social values, emotional values, situational values, and cognitive values.

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References

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