Research On Consumers’ Purchase Intention Based On Perceived Value Under The Background Of Epidemic Situation

After the comprehensive housing reform was put into practice in 1998,China gradually moved from traditional administrative allocation to state-led market allocation,and the housing market developed rapidly and became increasingly active.The demand for housing is the most important basic need of people.The balance of housing supply and demand depends on whether the real estate market can function stably.The steady development of the real estate market is not only an important economic issue but also an important livelihood issue.Therefore,at the end of 2016,"the house only live and do not speculate after positioning" was clear,all departments strictly implement relevant policies,even at the end of 2019 the outbreak of COVID-19 suddenly,the economic downward pressure increased,the real estate market regulation has not relaxed.When a major public emergency occurs,individuals and all aspects of society as a whole are affected.COVID-19 has had a major impact on the world and around the world.China has taken a series of countermeasures in a timely manner.During this period,residents’ housing needs may change,and housing products will have a perception of benefits and risks.Ultimately perceived value also has an impact on their willingness to buy a home.This study takes the outbreak of a large-scale epidemic as a research background,and combines the characteristics of the real estate market to propose the research structure of this paper.This study selects Wuhan City as the research area,obtains questionnaire survey data,and discusses the mechanism of action between consumers’ perceived value and purchase intention under the background of the epidemic.The following research conclusions are obtained:(1)In the context of the large-scale outbreak of the epidemic,consumers’ perceived value has a significant impact on their purchase intention.(2)The economic ability of consumer households to cope with the risk of work loss and unemployment in the event of an epidemic outbreak has a significant mediating effect on their willingness to purchase a home via perceived benefits and perceived risks.(3)The effect of consumer willingness to buy a home on willingness to buy a home is higher than the effect of perceived risk on willingness to buy a home,and perceived benefits have a significant mediating effect on willingness to buy a home through perceptions of risk.(4)Perceived interests and perceived values do not make significant differences in the characteristics of consumers’ families.In conclusion,this article makes the following recommendations: Real estate developers should grasp the changes in consumers’ perceived value of housing under the impact of the epidemic,improve housing products,increase consumers’ perceived interests,strengthen the management of housing products,and reduce consumers’ perceived risks;the government should optimize housing policies to meet the multi-faceted needs of households,and provide certain support measures to households with special needs during the epidemic period;when purchasing a house,consumers should choose housing products with higher cost performance and more perfect functions within affordability,and consider whether housing demand can be met during various public events.