A Study of the Mediating Effect and Path of Customer Fit in Repeat Purchase Behavior in the Residential Market Driven by Digital Marketing Technology

Improving the repeat purchase intention of customers of real estate enterprises from marketing strategies is increasingly important for real estate enterprises to achieve the goal of stable and increasing long-term profits. This paper, driven by digital marketing technology, takes customer repeat purchase behavior in residential commodity market as the research object. The variables of brand community value, customer fit and repeat purchase behavior are first defined and selected. Then the relationship model of brand community value, customer fit and repeat purchase behavior was established, questionnaire research was conducted on mature real estate community members, and data analysis and structural equation model fitting were carried out using SPSS and AMOS software in order to test the mediating effect of customer fit in repeat purchase behavior in the residential market as well as the path. The study concluded that the standardized coefficient of customer fit on customers’ repeat purchase intention is 0.36, which has a significant positive effect. Meanwhile, customer fit has a mediating effect between the five dimensions of brand community value and repeat purchase behavior, and all five dimensions have a partial mediating effect in the process of influencing repeat purchase intention.