A Study on the Factors Influencing Chinese Consumers' Purchase Intention on Volkswagen Automobiles - Focusing on Country-Of-Origin Image and Corporate Image

With the fast economic development, China has been the largest automobiles market in the world since 2009. China has been the most important market for global automobiles enterprises in the past years. Germany Volkswagen brand has been enjoying the top popularity in Chinese market and China has been the largest market for Volkswagen automobiles.This study used an empirical way to examine the factors impacting Chinese customers purchase intentions on Volkswagen automobiles including country-of-origin image and corporate image based on the TRA theory. The findings indicated that the positive Germany country-of-origin image and positive corporate image of Volkswagen automobiles both devoted to a positive brand attitude from Chinese customers. Meanwhile, once Chinese customers have positive brand attitude to Volkswagen automobiles, they will have strong purchase intentions.