The influence of purchase decision involvement on purchase intention of commodity housing : Chain mediating effect of customer participation and customer perceived value(商品住宅购买决策涉入对购买意愿的影响：顾客参与和顾客感知价值的链式中介作用)

LIUYabing(刘亚冰); YUHongliang(俞洪良); MAOYihua(毛义华)

doi:10.3785/j.issn.1008-9497.2019.05.016

Zhejiang Daxue xuebao. Lixue ban (Sep 2019)

The influence of purchase decision involvement on purchase intention of commodity housing : Chain mediating effect of customer participation and customer perceived value(商品住宅购买决策涉入对购买意愿的影响：顾客参与和顾客感知价值的链式中介作用)

LIUYabing(刘亚冰),
YUHongliang(俞洪良),
MAOYihua(毛义华)

Affiliations

LIUYabing(刘亚冰): ORCiD; College of Civil Engineering and Architecture, Zhejiang University, Hangzhou 310058, China(浙江大学建筑工程学院，浙江杭州 310058)
YUHongliang(俞洪良): ORCiD
MAOYihua(毛义华): College of Civil Engineering and Architecture, Zhejiang University, Hangzhou 310058, China(浙江大学建筑工程学院，浙江杭州 310058)

DOI: https://doi.org/10.3785/j.issn.1008-9497.2019.05.016
Journal volume & issue: Vol. 46, no. 5
pp. 631 – 640

Abstract

Read online

营销是房地产开发全过程中一个重要的环节，为更好地实现销售目标，需要尽可能提升购房者的购买意愿。为探究商品住宅购买意愿的影响机制，构建了以购买决策涉入为自变量、购买意愿为因变量、顾客参与和顾客感知价值为中介变量的结构方程模型。采用方便抽样方法进行问卷调查，使用SPSS 19.0 和AMOS 23.0 对437个有效样本进行数据分析。实证结果表明，购买决策涉入、顾客参与、顾客感知价值均对购买意愿有显著正向影响；顾客参与、顾客感知价值在购买决策涉入对购买意愿的影响中起到链式中介作用。研究可为房地产企业制定营销策略和改善营销行为提供理论指导。

Published in Zhejiang Daxue xuebao. Lixue ban

ISSN: 1008-9497 (Print)
Publisher: Zhejiang University Press
Country of publisher: China
LCC subjects: Science: Mathematics: Instruments and machines: Electronic computers. Computer science; Science: Physics
Website: https://www.zjujournals.com/sci/EN/1008-9497/home.shtml

About the journal

Abstract

Keywords