The Research About The Effects Of Micro-blog Marketing On House Buyers’ Perceived Value And Behavior Intention

With the development of the real estate market increasingly matured in China, and the house buyers’ consumption mentality increasingly rational, the real estate market is gradually entering the buyer’s market. This means that house buyers will be the core of the real estate market, and also determines the focus of real estate marketing should shift from product oriented in the past to house buysers’ Demand-oriented, concerned about the value of them and create value for them. Nowdays the main body of the house buyers are turning to the "90" crowd which takes the "digital natives" as the main feature. As potential buyers, their information search methods and daily consumption habits have been branded on the internet. Micro-blog and other new media have become an important channel for the new generation house buyers to obtain information, their perceived value of the real estate micro-blog marketing will directly affect their house purchase intention and behavior decision. Under the new media network marketing environment, research on how to take consumer’s demand as the core and how to use micro-blog marketing affect the perceived value of house buyers and then affect the behavior intention should be given serious consideration in the process of real estate marketing.This paper regards house buyers on the real estate enterprise micro-blog platform as the research object, first using qualitative analysis method, analysis the related factors of real estate enterprise marketing, build five dimensions of the house buyers’ perceived value system and summarizes their behavior intentions on micro-blog platform. Constructs the conceptual model of the relationship between the three based on the extraction of research factors. Then using quantitative analysis method, descriptive statistics of survey data and prove the rationality of the questionnaire design and extraction of research factors by using SPSS19.0; Then constructed the structural equation model and raised the research hypothesize by using AMOS17.0, examined the relationship between the research factors of the real estate enterprise micro-blog marketing,house buyers’ perceived value and their behavior intentions. Finally, based on the results of the research, this paper puts forward relevent optimization strategies to improve real estate enterprise micro-blog markteting from the following six aspects:micro-blog content quality, micro-blog interaction, micro-blog marketing matrix construction, micro-blog marketing activities planning, real estate business leaders participation, integrated network marketing platform.The research conclusions of this paper are as follows:(1) According to the result of real estate enterprise micro-blog marketing influence on house buyers’ perceived value dimensions, micro-blog content quality and micro-blog interaction significant impact on house buyers’ perceived value of information, social, entertainment; Real estate enterprise brand awareness mainly impact on house buyers’ perceived value of financial and image; Real estate business leaders participation significant impact on house buyers’ perceived value of information, social, image.(2) There are significant differences in the orientation of the dimensions of house buyers’ perceived value influence on behavior intentions: house buyers’ perceived value has a significant effect on their spread of word of mouth except financial value; House buyers’ offline purchase intention mainly be affected by their perceived value of social and information.(3) The revisited intention of house buyers on micro-blog paltform will positively affect their word of mouth intention, and the intention of word of mouth will further affect the offline purchase intention.