A Study on the Factors Influencing Chinese Consumers' Purchase Intention on Volkswagen Automobiles - Focusing on Country-Of-Origin Image and Corporate Image

DOI

10.2991/ieesasm-16.2016.174How to use a DOI?

Keywords

Country Of Origin Image; Corporate Image; Brand Attitude; Purchase Intention

Abstract

With the fast economic development, China has been the largest automobiles market in the world since 2009. China has been the most important market for global automobiles enterprises in the past years. Germany Volkswagen brand has been enjoying the top popularity in Chinese market and China has been the largest market for Volkswagen automobiles.This study used an empirical way to examine the factors impacting Chinese customers purchase intentions on Volkswagen automobiles including country-of-origin image and corporate image based on the TRA theory. The findings indicated that the positive Germany country-of-origin image and positive corporate image of Volkswagen automobiles both devoted to a positive brand attitude from Chinese customers. Meanwhile, once Chinese customers have positive brand attitude to Volkswagen automobiles, they will have strong purchase intentions.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xiaowen Ruan
PY  - 2016/09
DA  - 2016/09
TI  - A Study on the Factors Influencing Chinese Consumers' Purchase Intention on Volkswagen Automobiles - Focusing on Country-Of-Origin Image and Corporate Image
BT  - Proceedings of the 2016 4th International Education, Economics, Social Science, Arts, Sports and Management Engineering Conference (IEESASM 2016)
PB  - Atlantis Press
SP  - 835
EP  - 840
SN  - 2352-5428
UR  - https://doi.org/10.2991/ieesasm-16.2016.174
DO  - 10.2991/ieesasm-16.2016.174
ID  - Ruan2016/09
ER  -