RESEARCH ON THE PURCHASE VALUE OF URBAN RESIDENTS BASED ON STRUCTURAL EQUATION MODEL

China's urbanization process has been advancing rapidly, and the massive population flow has made the real estate industry develop unprecedentedly. Although the growth rate of housing prices is much higher than the growth rate of GDP, people's enthusiasm for house ownership has never weakened, and they always believe that buying a house is a very valuable thing. Based on the theory of customer perceived value, this paper proposes an influencing model of people's perceived value of house purchases and discusses its influencing factors. This study gathers online questionnaires to explore the perceived value of potential homebuyers for the real estate project. The study uses structural equation model analysis. The findings demonstrate that perceived quality has a significant positive impact on the perceived value of house purchases. Public services, economic resources, and environmental resources also have a positive impact on perceived quality. Finally, based on the findings of this work, this study puts forward relevant suggestions for real estate enterprises and government decision-making departments respectively.