基于多群组分析的家政企业雇主感知价值对购买行为倾向的影响研究
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摘要
本文依据 387 个有代表性的样本数据，运用结构方程模型，检验了家政服务企业雇主感知价值各维度及其前因变量对购买行为倾向的影响，证实了多个人口统计变量不同群组对关键路径的调节效应存在显著差异，并依据研究结论提出具有针对性的营销策略。研究发现：家政服务业雇主感知价值各维度间存在较复杂的链式价值传递关系，其中，情感价值是购买行为倾向的直接影响因素，其它感知价值维度通过直接或间接影响情感价值，进而影响购买行为倾向，并因此形成了家政企业雇主的“感知价值链”。
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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