Reseach On The Influencing Factors Of Durable Goods Purchase Intention Of Rural Residents In Shandong

In the current situation, the consumption growth of durable goods in the cities andtowns markets is slowing down; meanwhile, people begin to find the market in therural arises. The huge potential in the rural markets has raised high concern from thegovernment and enterprises now. Since2007, the government has unveiled kinds ofincentives policy that promote durable goods such as the home appliances, automobileand etc. to the rural markets. However, the purchase intention of people in rural areas isobvious differ from the people in the cities and towns. Therefore, it encounters manydifficulties when many enterprises develop consumer markets in the rural areas. Forthis reason, pay attention to the topic that how to increase the purchase intention andresearch the influencing factors has became the biggest and urgent issue that lots ofenterprise concerns.The thesis is written based on the Theory of Planned Behavior; it chose theShandong rural residents as the research object. It discussed the influencing factorswhich could influence the purchase intention of rural residents when they buy thedurable goods. The thesis divided the purchase intention to five variable quantities:Positive emotions, Negative emotions, Subjective Norm, Perceived behavior controland Service staff. It structured the research model of influencing factors and putforward research hypothesis. After that, I did questionnaire survey, and research thedata I got by using SPSS16.0and AMOS18.0. Finally, I get the conclusion asfollowings:（1）The four factors which is Positive Emotions, Subjective Norm, Perceivedbehavior control and Service staff will produce in the positive effect to the purchaseintention, and at the same time, the negative emotions will produce in the negativeemotion to the result.（2）The affect of the four factors which is Perceived behavior control, Positiveemotions, Subjective Norm, and Service staff increases in turn.（3）Service staff has affect to the consumer during the purchasing.The positive emotions will have positive effect to the results, and the negative emotion will havenegative effect to the results.（4）The emotion between the service staff and the purchase intention has part ofmesmeric effect.The research achievement can apply to the relevant government department andvarious kind of enterprise, it will help the people draw up the proper policy anddevelop the rural market effectively. Furthermore, it will have positive influence to oureconomic growth persistent and fast.