| The idea of smart home dates from 1980 s. In 1984, the first intelligent building located in the Connecticut state of America. In recent years, the developing of artificial intelligence technology, internet, and internet of things have caused the deep change of traditional home industry. As burgeoning industry, smart home industry is widely concerned. In 2015, intelligent washing machine, intelligent air conditioner,intelligent window refrigerator and Samsung’s sleep sense were showed in consumer electronics fair of Berlin. Traditional home furnishing enterprises, household appliance enterprises, real estate enterprises and internet companies keep a watchful eye on the development of smart home. At the same time, they try to access to smart home market using new technology and new method of cooperation. It will cause sharper for competition. Now, smart home companies, on the one hand should face to the fierce competition in the booming market; on the other hand should face to the consumers who are pursuiting high quality of life. With greater value attached to comfort and healthier, higher requirement is put forward for enterprises. The change of competitive market urges enterprises to adjust their marketing strategies and marketing tratics. In the consumer market, modern business theory focuses on the demand of consumers is accepted by more and more enterprises. Enterprises keep a watchful eye on the demand of consumers and use of marketing factors to attract consumers. To some degrees, since surplus value and buyer-seller relationship appear,the study of consumers and consumer behavior has not been interrupted. As the wheels of age constantly move forward, the business environment that enterprises have to face is very different. Enterprises’ profession characteristic is different.Marketing factors that Enterprises adopt are different. Smart home as an emerging industry appears in the new era. The research on design and implementation of smart home system is very rich. But few scholars study that enterprises marketing how to influence consumer purchase intention.Based on this background, after reviewing lots of literatures at home and abroadon enterprise marketing, psychology and consumer purchase intention, this paper focuses on the demand of consumer, research on smart home enterprises marketing’s impact on consumer purchase intention. By collating the history of literature, this paper establish a model based on S-O-R in which enterprise marketing factors as independent variables, purchase intention as dependent, psychological distance as intermediary variables, and put forward the hypothesis, explore their action mechanism. Combined with existing research and the background of the subject, we conduct questionnaire survey. Then, using the software of SPSS16.0 and Amos20.0 to explore the empirical relationship among variables. In order to find out the action mechanism among variables, this paper puts forward constructive suggestions for smart home enterprises, with the purpose of improving the enterprises efficiency.This paper takes residents in Qingdao for example to do empirical study. At last,according to the results of empirical analysis we get the following conclusions:(1)enterprise marketing factors has significantly positive effect on consumers’ psychological distance and purchase intention;(2) consumers’ psychological distance has significantly positive effect on purchase intention;(3) consumers’ psychological distance serves as an intermediary between enterprise marketing factors and purchase intention;(4)among the enterprise marketing factor, product factors of quality, feature,price,privacy, reliability and promoting, service factors of service capability, service attitude, service commitments and experience factors such as atmosphere, facilities and convenient directly influence on purchase intention and through psychological distance of double dimension—emotion experience and perceived benefit indirectly affect purchase intention. |
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