Perceived Value, Perceived Risk And Purchase Intention Ordinary Residential Research

With the implementation of the policy of the country’s new round of real estateregulation, the market environment has undergone major changes. Real estatecompanies in this environment the only constant research and improve theirmanagement level, reform and improve the marketing system and profit model, themaximum optimization marketing system, and tap the perceived value of elements ofthe buyers in order to obtain the survival and development space. With theimplementation of the national policy step by step, so we feel that the real estateindustry is no longer the object before we rush to invest. People are rational analysisof whether the purpose of the real estate industry as the investment can bring greatervalue and consumer populations as a residence for personal use, they are no longerblind to buy a property, but a careful analysis can be used as analysis of the pros andcons of living in this residential product performance and the surroundingenvironment quality of living, etc., and then decide whether to make a purchase. Thisrequires that companies need to feel concerned about the national policy and thepurchase of the psychological feelings of the population, in order to develop areasonable marketing strategy to get the most value interest.The paper first reviews the literature review on perceived value, perceived riskand purchase decision, and combines the characteristics of the residential real estateindustry itself proposed the framework of this study. The papers will be ordinaryhome buyers purchase intention as the dependent variable. Review of the literature,two important latent variable of purchase intention: perceived value and perceivedrisk.Then a sample of potential consumers of Baoding, Hebei Province, ordinaryresidential, interviews and learn from foreign research results based on the design ofthe questionnaire items, through the use of a questionnaire survey method to collectrelevant data. By SPSS statistical analysis software and descriptive statistics on survey data analysis, reliability analysis, validity analysis, factor analysis, structuralequation modeling analysis. The results show that the perceived value of a positiveinfluence purchase intention, perceived risk of negative impact of purchase intentionwas negatively related to the relationship between perceived risk and perceived value.Finally, in the empirical analysis based on the proposed marketing proposals as thecompany’s seller, the theoretical and practical significance for better sales of ordinaryresidential. Especially for the real estate industry, competition is fierce. Reasonablemarketing strategy can be developed so that real estate companies can better retainold customers, more development of new customers, which can make ordinaryresidential products accounted for a place in the real estate industry. People purchasepsychological changes makes real estate developers are engaged in ordinaryresidential products in this area can not start, only learned better customerpsychological care factors and relatively less concerned about making the real estatebusiness moregood targeted, which is usually what we call required only betterunderstand consumers and their own characteristics, in order to better obtained fromthe consumer business required.