THE INFLUENCE OF PERCEIVED VALUE ON PURCHASING TENDENCY OF HOUSEKEEPING SERVICE CUSTOMER BASED ON MULTI-GROUP ANALYSIS
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Abstract
Based on 387 typical data samples, the structural equation model was used to examine the housekeeping service employers’ perceived value of each dimension and its antecedent on purchase behavior influence. It confrmed the multiple different demographic variables group had signifcant differences among the adjustment effect of the critical path and put forward targeted marketing strategies according to the research conclusion. The study found that domestic service employers perceived value between each dimension of the complex value chain transitive relation. Among them, emotional value directly influenced the factors of purchasing behavior tendency, and other perceived value dimensions directly or indirectly affected emotional value, thus influencing buying behavior and forming the perception of the value chain among domestic corporate employers.
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