Research On The Influence Mechanism Of Commodity Housing Purchase Intention Based On Customer Percelved Value

With the vigorous development of China's real estate industry,the demand for commercial housing has remained strong for a long time.In the context of the 2016 Central Economic Work Conference's decision to determine the "native housing and non-speculation" policy,this study explores the impact mechanism of the purchase intention based on the reality of the customer's deep involvement and participation in the purchase process of commercial housing,which provides theoretical guidance for the marketing practice of real estate development companies.Based on the review of related literatures at home and abroad,this study constructs an integrated model of purchase decision involvement,customer participation and customer perceived value to influence the purchase intention of commercial housing.The research hypothesis is put forward and the definition and measurement of each research variable are clarified.After a small sample pre-investigation to purify the scale items,a large sample formal investigation was carried out.453 sample data were empirically analyzed using SPSS 19.0 and AMOS 23.0 software,which verified that the reliability and validity of each scale were good and the common method deviation was excluded.There is a significant positive correlation between purchase decision involvement,customer participation,customer perceived value,purchase intention and its sub-dimensions.The hypothesis test based on the structural equation model verifies that the purchase decision involvement,the two dimensions of customer participation(perceived effort,personal interaction)and customer perceived value all have a significant positive impact on the purchase intention,and the two dimensions of customer participation(perceived effort,personal interaction)and customer perceived value play multiple mediation roles in the relationship between purchase decision involvement and purchase intention.In addition,the above main research variables have different degrees of difference in demographic variables such as gender,age,education level,and family variables such as family annual income,family purchases,and family decision-making status.The main contributions of this research are as follows:(1)This paper identifies and tests the scales of purchase decision involvement,customer participation,customer perceived value and purchase intention applicable to the commodity housing field,and provide reference for the researches in the related fields;(2)This paper constructs and verifies the multiple intermediary model of purchase decision involvement through customer participation and customer perceived value affecting purchase intention,revealing the transmission mechanism and function process of purchase intention of commercial housing;(3)The investigation found that demographic variables and family variables have different degrees of influence on major research variables,which enrich the mechanism of purchase intention.