Impact of Digital Marketing and Social Factors on Customer Behavior Towards The Residential Construction In Shangdong, China

Abstract

This research aimed to (1) assess the demographic factors that affect customer behavior towards residential construction in Shandong, China, and (2) examine the influence of digital marketing and social factors on customer's behavior towards residential construction in Shandong, China—the conceptual framework based on CDJ model. The sample was 400 customers, or expected to be the customers of the residential construction business in Shandong province, China. Statistics used to analyze data were descriptive statistics, including Frequencies, Mean, and Standard Deviation, and inferential statistics were Independent Samples t-test, One-way ANOVA, LSD, and Multiple Linear Regression. The analysis found that most customers, or expecting to be customers of the residential construction business in Shandong province, China, are females aged 36-45, married, have a Bachelor's degree, have a monthly income of 10,000-20,000 yuan, and are state-owned employees. The hypotheses found that the significant difference in educational background affects customers' behavior differently. Digital marketing influences customer behavior, including SEM, display ads, influencers, and social factors, including family, reference groups, roles, and status. The recommendations to improve the residential construction business are provided in detail.