Purchase Intention Of University Graduates Online Sharing The Main Influencing Factor,

The college expansion, the unconscionable employment structure, and the imperfectness of employment market, causing hard to get a job has become a social problem. In the same time, proud graduates from universities also face more and more job pressure such as it takes much more time to get a proper job and the salary is decrease year by year. According to survey, the prospective salary of graduates in 04 is 3000 to 4000, but in 07 it's about 2000, and"The Employment Status of University Graduates in 2007"issued by Educational and Economical Research of Beijing University and High Education Research recently has showed that the practical rate of graduates employment in 2007 is 70%, the average starting salary is 1798RMB, and half of them are below 1500RMB.More young people choose to leave their hometowns instead of stay there to seek more suitable chances for their development. Flow has become a big feature in today's career field. With high development of economy, the space length has become closer and closer, and the convenient transportation and looser census register management also make working in different places possible. The first problem of working in another place faced by graduates is how to solve housing problem. The housing system reform makes welfare housing as history, and high house price also makes buying a suit of own house personally in short term is a extravagant wish. At the same time, the high flow also baffles desire of buying houses, therefore, renting house together becomes the first choice of this group with its high cost performance.With popularization of internet and variety of increasingly mature internet technologies, looking for a partner on internet for renting, as a new consumption model, is accepted by more and more consumers, especially after the graduates who were born after 80's have become the main force of renting together, it has become the important trade pattern in house leasehold market. Therefore, the article will mainly research on internet trading market of house leasehold and house renting group, namely the graduates which as the most important participants.In recent years, with high development of domestic economy, the market share and trading volume of internet house renting has gained high improvement. But with in-depth development of market, many kinds of problems hided in have revealed gradually. As a market forced by rigid demand, the whole market represents high homo-quality of products, seriously low quality of service, and the orderless of development, and consumers'feelings, attitudes, motives and purchasing decisions are basically ignored because the market participants, especially the supplier of merchants, namely the householders and internet stations can get rich beneficial return by just only simply providing products. So it leads the giant market stay on low developing section and criticized by many consumers. How to handle these problems and how to serve consumers better have become the first necessities that whether the internet house renting market can have sustainable development with high speed, and the key is to find out the main factor that impacting consumers'purchasing desire. Thus consumers'purchasing desire researched by the article has great meaning for the development of internet house renting market.The trading relation of internet house renting market refers to participants from three aspects, including householders, internet stations, and consumers. The article does research on occurrence of trading mainly from market and consumers, and it will pay attention on consumers, namely what factors have impacted the consumers'purchasing desire. It introduces employment state as logical variable, divides university graduates into two types, one is unemployed group, and the second is employed group. According to the category said above, and on the basis of consulting relative researches, the article establishes purchasing desire model of internet house renting of university graduates, and discusses the main impacting factors on employed group's and unemployed group's purchasing desires separately.The article adopts the way of researching on practical issues, to do questionnaire investigation through existed users and potential users on internet house renting market, combines research model, and uses SPSS data software to complete data analysis and hypothesis test.At last, the article combines relative research with domestic and abroad together and on the basis of researching conclusion from practical issues said above to provide some suggestions both on theoretic and practical for users and internet stations on internet house renting market of university graduates.