Abstract:

In view of the current situation that independent automobile brands are big but not strong in the domestic market, this paper took Chinese independent automobile brands as the research object, analyzed the consumption psychology of Chinese consumers, and discusseed the influence of brand cognition, customer experience, perceived novelty, perceived practicality and friends' recommendation on brand advocacy, and with customer purchase intention as the mediating variable, the structural equation theory was used to construct, test and revise the model, and the hypothesis test was carried out. The results show that customer experience, perceived novelty and friends' recommendation can directly promote customers' purchase intention and brand advocacy, while perceived practicality can indirectly promote brand advocacy, while brand cognition can only directly promote brand advocacy. Purchase intention plays a mediating role among customer experience, perceived novelty, perceived practicality, friends' recommendation and brand advocacy,but does not play an intermediary role between brand cognition and brand advocacy..

Key words: Independent automobile brand, Brand advocacy, Structural equation theory

摘要：

针对目前国内市场中自主汽车品牌大而不强的现状，以我国自主汽车品牌为研究对象，对我国消费者的消费心理进行分析，探讨品牌认知、客户体验、感知新颖性、感知实用性以及朋友推荐对品牌拥护的影响，并以顾客购买意愿为中介变量，利用结构方程理论进行模型的构建、检验和修正，并进行假设检验。结果表明，客户体验、感知新颖性、朋友推荐对顾客购买意愿和品牌拥护有直接促进作用，感知实用性对品牌拥护有间接促进作用，而品牌认知只对品牌拥护起到直接促进作用；购买意愿在客户体验、感知新颖性、感知实用性、朋友推荐与品牌拥护之间均起到中介作用，在品牌认知与品牌拥护之间未起到中介作用。

关键词: 自主汽车品牌, 品牌拥护, 结构方程理论