Research On The Effect Of Residential Customer Participation On Purchase Intention

The real estate industry has been developping rapidly with the marketization of real estate since 1988. But in 2014, because the money is tight and the imbalance of supply and demand, the domestic real estate market signs of spontaneous adjustment is more and more obvious. Under the new normal foreseeable, the domestic real estate market competition is more intense. In the marketing practice, many real estate enterprises take more extensive marketing model dominated by empirical analysis. The research achievements of predecessors in the theory study also focused more on the demand for housing and the customer satisfaction, not on the in-depth study of commodity housing purchase behavior. So this study take China’s residential real estate as the research object, introduce customer participation, a concept in service marketing, to the commodity residential house. This paper aims to build and verify a customer participation scale and a customer perceived value scale and measurement system in the field of the residential house, and to discuss the purchase customers to participate in the mechanism of influence on purchase intention through empirical study. Through validation and analysis of the model, the paper puts forward the marketing suggestions, let the real estate enterprises to guide customers more quick and convenient to participate in marketing activities, increase customer perceived value, so as to stimulate customer purchase intention, and make the customer complete the purchase behavior quickly.On the basis of the review of related literature at home and abroad, this paper constructs a Relational Model within the family variables, customer participation, customer perceived value and purchase intention, purchase motive and the preferred house type. The paper is divided into seven chapters.The first chapter is the introduction. This chapter mainly introduces the purpose, background, significance, object, methods, the technical route and the framework design of this research.The second chapter is literature review. This chapter reviews and commends the definition of domestic and foreign customers participation, the customer perceived value and the customer purchase intention, also generalizes the driving factors and the outcome of customers participation, the customer perceived value.The third chapter is the conceptual model and related assumptions. On the basis of literature review, the establishment of the relationship between the variable models and assumptions are put forward. It is concluded that the customer participation has a positive effect on residential housing customer perceived value and purchase intention, and the purchase motive and first-choice types may be play a regulatory role in the customer participation influence on purchase intention. The customer’s decision in the family status, number of family, family annual income and the time of buying, these four families’ variables have an impact on customer participation.The fourth chapter is the scale of the design and test. Based on the existing customers participation, customer perceived value and purchase intention scale, combined with the depth interview, the research got the three main variables of the initial scale, then administered a small sample questionnaire survey, made a overall correlation analysis(CITC), and exploratory factor analysis for the project with statistics software SPSS, finally got the formally questionnaire.The fifth chapter is data analysis and hypothesis testing.this chapter made a descriptive analysis and correlation analysis by using large sample survey data with statistics software SPSS and AMOS. It is verified the customer participation and customer perceived value scale reliability and validity, this theory model and hypothesis.The sixth chapter is the results analysis and marketing enlightenment. In view of the data analysis are discussed, and put forward Suggestions based on the customer participation in real estate marketing.The seventh chapter is the full text summary and outlook for this research. Conclusion has carried on the induction, pointed out the study limitations and future research direction.These studies deepened the research of customer participation and purchase intention in the residential real estate, get the following results and conclusions:Firstly, the paper identified and verified the four dimensions of customer participation in the residential buying, which respectively is preparation, information exchanges, cooperation behavior and interpersonal interaction. It is to be found that the four dimensions of the participation behavior reflect customers’ different levels of participation.Secondly, the paper built and verified the residential customer perceived value includes community customer perceived value and the house customer perceived value.Thirdly, the paper confirmed the customer participation has a direct and indirect positive effect on purchase intention.Fouthly, the paper confirmed the customer’s decision in the family status, the family variables, has moderation effect on the two dimensions of preparation and information exchangs, not on the two dimensions of cooperative behavior and interpersonal interaction in customer participation. The number of family and the time of buying have not moderation effect on the four dimensions in customer participation. Family annual income has moderation effect on the dimension of interpersonsal interaction, but not the three dimensions in customer participation.Fifthly, the paper confirmed the purchase motive has moderation effect on the relation between the four dimensions of customer participation and purchase intention. The preferred house type has moderation effect on the relation between the three dimensions except information exchangs of customer participation and purchase intention.Based on the above research results and conclusions, the innovation of this paper is mainly reflected in:firstly, in terms of research perspective, the paper investigated the influence of customer participation on customer purchase intention from the forefront of purchase intention in buying a house. At the same time, the paper introduced the family variables to the study of customer participation, introduced of purchasing motivation, a psychological variable, and the preferred house type, a demand variable, in the whole model of this study. These studies are made up for the inadequacy of the existing related research lack of systematic. Secondly, the paper built and verfied the reliability and validity of the residential customer participation scale and the customer perceived value scale with a large amount of data. Especially the residential customer perceived value scale opens up more the vision in the empirical research of residential customer perceived value field, shaped the measurement system of the residential customer perceived value. Thirdly, the paper makes the results more accurate by study the dimensions of customer participation and customer perceived value. This research not only built and verified a customer participation scale and a customer perceived value scale, also studied the relationship between all variables and each dimensions of customer participation and customer perceived value. Therefore, the results are more accurate, the theory of related research is more enriched.Due to limited time and conditions, this study also exist limitation in the research scope and frameword, the survey tools. Expected future research scope can be extended to non-residential real estate, expand the research samples, build and test other property types of customer perceptive value scale. It could introduce the new variables, such as the personality traits of emotional into the study of customers participate in the influence of customer perceived value and purchase intention.