Research On The Housing Buyer Trust

Trust is an interdisciplinary concept which plays a role in sociology, psychology, economics, organizational behavior, marketing, and other fields. As one of the three necessary mechanisms, it constitutes a guarantee for the effective functioning of society and promoting economic prosperity with the price (market), authority (state). The study on trust started from psychology fields. Unitil 1980s, economists have continuously focused on the study of trust. The study on trust in marketing field has also got lots of achievement with rapid growth of relationship marketing. However, the study on trust in marketing field, by now, almost focuses on the trust between customers and salespersons or business and business except customers and business. Due to the unsymmetry of information in housing market and the poor function of laws and regulations, it is easy for housing developers to do something just pursuing the interest at the moment, which means that housing market is more probable untrust. That is significant to do some research on the trust between customers and housing developers.Depends on the housing purchase, the author explored the cause, dimension and result of customer trust toward housing developer, and then explore approaches to establishing competitive advantage through some markeing strategies. The destination of the research is cinsisted of the two repects. One is to prove the results of previous scholars' studies under the housing purchase situation; the other respect is to explore some theories for the establishing of integrity housing market. The reseach is consisted of the following five reseach respects: (1) Establish the theory structure through through reviewing and studing existing researches related trust. (2) Gain the basic data from a special designed survey. (3) Study the uni-dimension of housing buyers' trust. (4) Based on the literature review, author explored factors that affect the customer trust during the purchasing housing through pretest and judge the key factors. (5) Analyzing the direct, indirect and total edffect between the customer cause, dimension and result.Based on above research task, author gets the following research conclusions: (1) Using the pretest author discovers the factors affecting customer purchasing housing which can bu reduced to three aspect charecters, they are enterprise's characters, customer own characters and product characters. (2) Customer congnition trust is much omore than affective trust and have more satisfaction than the loyalty to the housing purchase. (3) Trough checking the original structure equation model by two steps, author gets the most fitful model. (4) By analyzing the SEM (structure equation model) author discovers: the performance of the housing developer and the price of housing are the two majoy factors affecting the customer congnition trust; the customer sense quality and congnition trust are the two majoy factors affecting the customer affective trust; the cause factors affecting the customer purchasing trust are inter-correlation.