企业形象对住宅购买意愿的影响机制研究  

Research on the Influence Mechanism of Corporate Image on Housing Purchase Intention

作　　者：刘宁[1] 李晞萌 路林翰 LIU Ning;LI Ximeng;LU Linhan(School of Management,Shenyang Jianzhu University,Shenyang 110168,China)

机构地区：[1]沈阳建筑大学管理学院,辽宁沈阳110168

出　　处：《沈阳建筑大学学报（社会科学版）》2024年第2期148-154,共7页Journal of Shenyang Jianzhu University:Social Science

基　　金：辽宁省财政科研基金项目(22C003)。

摘　　要：为探究企业形象对住宅购买意愿的影响机制,构建了以企业形象为自变量,顾客参与、购买决策涉入、感知价值为中介变量,购买意愿为因变量的结构方程模型。对沈阳市部分居民进行了问卷调查,运用SPSS 22.0软件和AMOS 24.0软件对366个有效样本进行了数据分析。实证结果表明:企业形象、购买决策涉入和感知价值均与住宅购买意愿存在正向相关关系;顾客参与对住宅购买意愿的直接影响不显著;顾客参与、购买决策涉入和感知价值在此影响机制中能产生中介作用。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.

关 键 词：企业形象 购买决策涉入 顾客参与 感知价值 购买意愿 

分 类 号：F293.33[经济管理—国民经济]