基于层次分析法的私家车消费心理分析

刘伟英，赵培全，张晶杰

山东交通学院 汽车工程学院，山东 济南  250357

摘要：为准确把握私家车消费者的消费心理，分析消费心理与消费行为间的关系，以济南市就业3 a内有购车意向的消费者为主要调研对象，线上发布调查问卷，选取车辆的动力性、安全性、价格、售后服务、外观、内饰等为主要购车影响因素，分析消费者对哈弗H6、北京现代ix35、荣威RX5三款运动型多用途汽车（sport utility vehicle，SUV）的消费心理，采用层次分析法构造判断矩阵，计算并分析各影响因素的权重。结果表明：在私家车购买过程中，消费者更关注车辆的安全性、动力性、价格等因素，对车辆售后服务、外观、内饰的关注程度相对较低；在3款SUV作为私家车的前提下，消费者更倾向选择哈弗H6。基于层次分析法的私家车消费心理分析可为汽车销售企业制定产品销售策略提供依据。

关键词：消费者；消费心理；层次分析法；私家车

Consumption psychology analysis of private cars based on analytic hierarchy process

LIU Weiying, ZHAO Peiquan, ZHANG Jingjie

School of Automotive Engineering, Shandong Jiaotong University, Jinan 250357,China

Abstract:The relationship between consumption psychology and behavior is analyzed to accurately grasp the consumption psychology of private car consumers. Taking the consumers who intend to buy cars within 3 years of employment in Jinan as the main research subjects, and publishing the questionaire online,which select 6 factors as the main influencing factors of car purchase: power, safety, price, after-sales service, appearance and interior decoration,consumers psychology is measured towards 3 sport utility vehicles, including Haval H6, Beijing Hyundai ix35 and Roewe RX5.The judgment matrix is constructed by using analytic hierarchy process, and the weight of each influencing factor is calculated. The results show that consumers pay more attention to the safety, power and price of the vehicle, and pay less attention to the after-sales service, appearance and interior decoration of the vehicle in the purchase process of private car; the consumers prefer to choose Haval H6 among 3 sport utility vehicles. The research can provide a basis for automobile sales enterprises to formulate product sales strategies.

Keywords:consumer; consumer psychology; analytic hierarchy process; private car