Effective car-buying approaches for younger Chinese buyers: a systematic literature review synthesis on customer personality, emotion, and behavior in automotive purchasing
Younger consumers have taken a major position in the automobile market in China as they are taking the lead in driving the national vehicle consumption. Despite having lower financial capacity, young customers are driven by the emotional pride to “show off” their acquired ownership. In lieu of...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Academia Industry Networks
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/107447/ https://myjms.mohe.gov.my/index.php/ijssr/article/view/22651 |
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| Summary: | Younger consumers have taken a major
position in the automobile market in China as they are
taking the lead in driving the national vehicle
consumption. Despite having lower financial capacity,
young customers are driven by the emotional pride to
“show off” their acquired ownership. In lieu of this, this
paper is proposing to give young customers a luxurious
experiential perception while they continue buying
affordable cars which will boost the sales of domestic
automobiles. This paper is a desktop survey attempting
to understand through a systematic literature review
synthesis process on recent findings about customer’s
personality, emotion, and behavior in order to highlight
the trends, fill in gaps and suggest approaches for
reaching out to younger Chinese auto buyers. Results of
this study lead towards proposing a personalized carbuying approach that utilizes technology to customize
the in-car ambience and respects customer privacy will
improve the car-buying experience and increase
customer satisfaction. Future studies are recommended
to enhance the car user experience among young
Chinese buyers. |
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