Research on Purchase Intentions of Residential Product Based on Structural Equation Model

All corporations´ activities must surround consumer behavior directly or indirectly, take consumer as activity´s start and ultimate aim, and provide satisfying product or service to consumer. It is the key of transforming profit successfully which is how can we deliver the value of the residential product by using suited mode, route and marketing mix, and how can we inspire the consumer´s purchase intentions. This paper chooses the consumer´s purchase intentions as the dependent variable. By reviewing researches on antecedents of purchase intention, the paper finds out three pivotal antecedents variables: perceived value, perceived quality and perceived risk, and chooses product knowledge, perceived price, consumption scene, brand perception, advertising perception and reference group as the independent variables. By Cronbach´s analysis of coefficient alpha analysis, factor analysis, analysis of variances, correlation analysis and structural equations modeling etc., we testified the hypothesis proposed in the study. Results indicate perceived value is the most direct antecedent of the purchase intentions, both of the other two antecedents perform via perceived value. The marketing strategies´ influence weights on perceived quality and perceived risk are quite distinct.