感知价值文献综述.pdfVIP

购 房 者 感 知 价 值 文 献 综 述 购房者感知价值文献综述 摘要 :金融危机、限购令等对我国大中城市的房地产市场形成了较大冲击；与此同时，许多 县域房地产市场却呈现一派暖春景象。 城镇化、 农民工返乡等因素决定了县域房地产将迎来 发展的大好春天。 农民工消费者在购房过程中究竟追求什么价值？如何提供和传递相应的价 值来吸引农民工购买？本文希望通过对县域房地产的实证研究， 探索感知价值和购买意愿之 间的关系，挖掘影响农民工顾客价值与购买意愿的关键要素，以期为房地产企业提供指导。 关键词： 感知价值 县域农民工 购买意愿 The literature review of the buyers perceived value Abstract: Financial crisis , the purchase order and other factors had a large impact on China s real estate market in large and medium- sized cities;Meanwhile, many county real estate market showed a boom . Urbanization, migrant worker ’s returning home and other factors determine the county real estate will usher in the great spring . What is the perceived value would the migrant workers pursue in the purchase process ? How to provide and deliver appropriate value to attract migrant workers to buy ? This paper aims to exploring the relationship between perceived value and purchase intention , and tap the key elements of the migrant workers customer value and purchase intention by the empirical research of the country real estate， in order to provide guidance for real estate companies . Keywords : perceived value,county of migrant workers,purchase intention 一、引言 近年来， 顾客感知价值在营销界得到了广泛的重视。 不同于一般的价值形态， 顾客感知 价值有客观性， 同时也融人了顾客的主观因素， 且多是在一定情境下发生了的价值。 学者们 对此开展了大量研究，有人甚至称之为“竞争优势的新来源” (Woedrufl ， 1997) ；本文对前 人有关顾客感知价值的研究进行了分析学习， 在他们研究的基础上，