Analysis of Automobile Consumers' Purchase Intention under the Background of Price War
Xudong Wei

School of Management Shijiazhuang Tiedao University , Shijiazhuang HeBei, 050043；

Abstract: This article mainly studies the willingness of car consumers to buy cars and the factors that affect their willingness to buy cars in the context of price wars. Through market research, the impact mechanism of price wars on consumers' car purchasing decisions was analyzed, and the moderating effects of individual consumer characteristics, product attributes, brand image, and market environment were explored. Research has found that although the car price war can stimulate car consumption in the short term, it may have a negative impact on the long-term value of car brands.

Keywords: Price War; Marketing Strategy; Consumption Will

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