| 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 |
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| 引用本文： | 刘亚冰,俞洪良,毛义华.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[J].浙江大学学报(理学版),2019,46(5):631-640. |
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| 作者姓名： | 刘亚冰 俞洪良 毛义华 |
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| 作者单位： | 浙江大学 建筑工程学院，浙江 杭州 310058 |
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| 摘 要： | 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。
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| 关 键 词： | 购买意愿 购买决策涉入 顾客参与 顾客感知价值 商品住宅 |
| 收稿时间： | 2018-04-26 |
The influence of purchase decision involvement on purchase intention of commodity housing: Chain mediating effect of customer participation and customer perceived value. |
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| LIU Yabing,YU Hongliang,MAO Yihua.The influence of purchase decision involvement on purchase intention of commodity housing: Chain mediating effect of customer participation and customer perceived value.[J].Journal of Zhejiang University(Sciences Edition),2019,46(5):631-640. |
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| Authors: | LIU Yabing YU Hongliang MAO Yihua |
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| Affiliation: | College of Civil Engineering and Architecture, Zhejiang University, Hangzhou 310058, China |
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| Abstract: | Marketing is an important part of the real estate development process. In order to achieve better marketing goals, it is necessary to increase purchase intention as much as possible. To explore the influence mechanism of purchase intention of commercial housing, a structural equation model was constructed with purchase decision involvement as the independent variable, purchase intention as the dependent variable, customer participation and customer perceived value as the mediator variable. A questionnaire survey was conducted using convenience sampling method, and 437 valid samples were analyzed using SPSS 19.0 and AMOS 23.0. The empirical research results show that purchase decision involvement, customer participation, and customer perceived value all have a significant positive influence on purchase intention, while customer participation and customer perceived value have significant chain mediating effect between purchase decision involvement and purchase intention. These conclusions provide theoretical reference for real estate companies to develop marketing strategies and improve marketing behavior. |
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| Keywords: | purchase intention purchase decision involvement customer participation customer perceived value commercial housing |
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