A Study On The Impact Of Factors To Potential Customers' Intention

As China entry into WTO, Chinese enterprises are not only facing more home and abroad strong competitors, but also the more and more fast-paced changing of market and customers. And then the product innovation, product replacement and multi-brand development are always be the enterprises'subjects which is compulsory and must be conquered. At the stage of market introduction, only the ones who have seized the potential customer'psychology can make success. And even at growing and mature stage, and group of the potential customers, means a huge treasure house of unlimited value-added for the enterprise, which needs the enterprises to keep exploring and acquiring from.Customers is a mirror to enterprises, enterprises can understand themselves only if understand their customers. Therefore, it is of great practical significance to deeply analyze the factors that influence the potential customers'purchasing intent, and then to find the key variables which can point out the right direction and focuses of the enterprises'new product planning and promotion, and to maximize the economic benefits with limited resources, and to find the error of the enterprises'marketing strategy for continuous improvement from the current purchase level of potential customers.First, we use the analysis of variance to analyze the significant of the main intent and the interaction effect of the impact that single-variable and dual-variable towards potential consumers'purchasing intention, and then appropriately retain some variables. And we take these variables as independent variables and the potential customers'purchasing intentions as dependent variable to make multiple linear regression analysis analyzing the impact direction and level that the independent variables towards the dependent variables. By using the three tests assumptions self-correlation, multicollinearity and heteroscedasticity, the model is amended and the prediction accuracy of regression model is analyzed many times.The study find that the variables that have significant impact on potential customers'purchase intention are cost-effective awareness, impulse shopping and service facilities, and that have some certain impact are quality awareness, customer expectations, indoor space layout, consumers and national centre of origin and brand image. And more, some conjugated variables have significant interaction effects, such as quality awareness and indoor space layout, impulse shopping and consumers to ethnocentrism, cognitive retail image and indoor space layout.