I摘要作为汽车市场一股新的购买力，女性汽车消费市场不可小觑。其中，出于时尚、攀比等心理，年轻女性对汽车的需求更大。基于此，本文以重庆市年轻女性为例，使用文献分析法、问卷调查法、数据分析法对其汽车消费心理行为进行研究。具体地，基于女性自我概念理论及文献综述，本文使用问卷调查数据对影响重庆市年轻女性汽车消费心理行为的相关因素进行了实证分析。通过分析，本文发现女性自我概念会促使年轻女性群体产生汽车消费心理，其中，表现自我、情感自我的影响更为显著，同时也发现车辆外表、内部装饰、内在空间与个性化设计、车型的安全配置是影响重庆年轻女性群体的主要因素，而购买之前体验、车型的安全配置、价格则是次要因素。对此，本文提出针对年轻女性群体，汽车制造商有必要重视外观、车内装饰、车内空间与个性化设计，而汽车销售商也应该采用价格促销、体验促销的方式，以此来提高重庆市年轻女性的汽车消费心理。关键词：年轻女性汽车消费心理重庆市IIIABSTRACTAs a new purchasing power in the car market, women's car market can not be underestimated. Among them, young women have more demand for cars out of the psychology of fashion and comparison. Based on this, this article takes the young women in Chongqing as an example, using the literature analysis method, questionnaire survey method and data analysis method to study their automobile consumption psychological behavior. Specifically, based on the theory of female self concept and literature review, this paper uses questionnaire data to make an empirical analysis on the related factors affecting the psychological behavior of young women in Chongqing.Through analysis, this paper finds that female self concept will encourage young women to produce automobile consumption psychology, among which, the influence of self and emotional self is more significant. Meanwhile, the appearance of vehicles, interior decoration, inner space and individualized design, and the safety of the model are the main factors that affect the ...
