Research on the Influence Mechanism of Corporate Image on Housing Purchase Intention
In order to explore the influence mechanism of corporate image on residential purchase intention,a structural equation model with corporate image as independent variable,customer participation,purchase decision involvement,perceived value as intermediary variable,and purchase intention as dependent variable was constructed.A questionnaire survey was conducted among some residents in Shenyang,and 366 valid samples were analyzed by SPSS 22.0 and AMOS 24.0.The empirical results show that corporate image,purchase decision involvement and perceived value are positively correlated with house purchase intention.The direct effect of customer participation on house purchase intention is not significant.Customer participation,purchase decision involvement and perceived value,as mediating variables,play an intermediary role in the mechanism of corporate image's influence on house purchase intention.
NETL
NSTL
万方数据
