随着汽车工业的发展及城市汽车保有量的日益增加,我国的汽车消费者对整车质量

的要求日益提高。经过近期调查发现,整车用户对制动系统,尤其是制动噪音的抱怨,

在对整车质量抱怨调查中居第二位。

本研究采用理论与实践相结合的方法,首先仔细搜集和整理了国外学者对消费者抱

怨行为研究的相关文献材料,深入研究了消费者抱怨行为的整体模型。然后,本研究基

于已有的对应的研究成果构建了汽车消费者对制动系统的抱怨行为的结构模型,并编写

和完成了研究工具,即“汽车制动系统用户满意度调查问卷”。在实证研究中,主要针对

某品牌的新车用户在首次保养时,在其4S店发放调查问卷。共计对800名某品牌的作

为样本幵展研究,对消费者针对制动系统的消费抱怨行为结构进行了探索性研究和验证

性研究,了解了汽车用户的对制动系统消费抱怨的行为,通过因素分析发现了其消费抱

怨行为的结构。研究结果发现消费者对制动系统的消费抱怨行为由四个维度构成:投诉、

不抱怨、直接抱怨和私下抱怨,四个各不同的维度反映了汽车用户不同的消费抱怨心理:

此外,研究还发现性别、年龄和是否首次购车对消费者的消费抱怨行为有影响,其中,

用户的年龄和性别对其消费抱怨行为影响最大。

这些结论不仅有利于汽车制动零部件企业了解和认识汽车用户消费抱怨行为的基

本特征并据此对其产品进行调整。而且对本人所供职的第三方实验室开展面向汽车制动

行业这一目标客户的营销活动也有非常重要的参考价值。

关键词:汽车制动系统,消费行为分类研究,消费抱怨行为,消费抱怨结构

Abstract

With the developing the automotive industry, the consumer have more and more choice.

The requirement for automotive quality has been boosted. According with recently

investigation, the complaint about the brake noise from automotive consumer is the second

important one.

In this paper, the writer combine theories and practice, after carefully collecting and

organization relevant foreign documentary resources to consumers'complaining behaviors,

deeply analyses it's general mode, this study generalizes the developing course and the

research route of consumers' complaining to behaviors, construct the structure mode of

automotive consumers' complaining behaviors,and accordingly make a corresponding tool for

carrying out the research, namely, ‘automotive brake consumer's complaining behaviors

scale,. In the substantial study, 800 automotive consumer are chosen as the convenience

samples to conduct the research, when the customer visit 4S shop for the first maintenance to

their new vehicleThen it revealed the types of automotive consuming complaint to brake

system through factor analysis- It turned out to be as following: automotive brake system

consuming complaint behaviors have four dimensions: complaint,non-complaint, public

complaint and private complaint , which reflect different mentality of consuming

complaint. Many factors have influence on automotive brake system consuming complaint

behaviors, such as age, sex,first car, and so on . The most influencing factors are age and sex.

The research conclusions in this paper can not only help the automotive brake system

supplier to understand the basic characteristics of consumption complaining behaviors and

therefore offer according appropriate guidance. The writer of this paper is the sales people for

the third party laboratory for the automotive brake system. The research is also helpful to

extend the business to automotive brake system supplier.

Key words: Automotive brake system, consuming behavior study, consuming complaint

behavior, model of consuming complaint