The Effect Of Customer Participation On Customer Perceived Value And Purchase Intention In Residential Buying

China enabled the commercial industry of real estate since1988. After20years ofdevelopment, the real estate market still keep very high growth momentum. Most enterpriseare facing a totally different situation."Customer-centric" mode is accepted by more andmore real estate companies, interaction between the real estate companies and customers hasbecome even more intensive and frequent. More enterprise believes that customers canidentify with the company’s products and services, and voluntarily make good for businessbehavior, even recommended products or services to their friends. Some companies evenmake the improvement on production of management together with their customers. I hopemy research could explore the extent of the current real estate customer participation in orderto provide enterprise data to support marketing activities.Scholars couldn’t make an agreement whether customers participate directly influencecustomer purchase intention. My research reviews the existing literature at home and abroadat the first part, including customer participation, customer perceived value and customerpurchasing intention. Then I build relationships between the three models in reference to theresearch results of other scholars on the basis of and proposed relationships assumptions. Theresearch data based on the questionnaires from customer purchase behavior in Guangzhou,Shenzhen and Foshan. The analysis based the result of collected data by SPSS, then I buildstructural equation modeling to validate the theoretical model. Finally, on the basis oftheoretical analysis and empirical research, my research verified the assumptions amongcustomer participation, customer perceived value, customer relationship purchase intention.The results show that customer participation on customer perceived value has asignificant positive impact on the relationship, in which the cognitive work, search forinformation and social interaction on customer perceived value has a significant positiveeffect, but the effort did not close on the customer’s perceived value affect the relationship.And customer participation and willingness of customers to buy is a part of the intermediaryvariable customer perceived value.Finally, based on the results of real estate marketing, I provide some managementsuggestions, and I hope to make up the insufficient empirical research for the domestic realestate companies between the relationship of customer participation and customer purchasingintention. And I willingness hope my research can provide reference for real estate marketing.