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Three decades of reform and opening up, a large number of people from the countryside to the cities, and with the real estate market and land, especially in large cities, the land becomes scarce resources, a variety of complex factors make prices climbing, the huge \groups came into being. Becoming a \In order to make the study comparable, at the same time in order to truly distinguish between \had to mortgage loans to home buyers in the golden era of life of 20-30 years, with an annual accounted for 40-50% of disposable income, or even higher proportion of the repayment of the loan principal and interest, resulting in residents of long-term pressures of family life and affect the normal consumption . The interpretation of the motives of groups of buyers around the \profound social and psychological background of the formation of groups, \Practical factors affect the purchase of the \Currently, in most cities across the country provides not own property, once you get married, you want the account to move out from the collective account, the child can not be on the account, the stage of compulsory education to school difficult. 2 rental is high and rental investment unprofitable, suitable for the hard to find listings. This situation is particularly evident in areas of high housing prices, rental is high and makes the hope that people rely on rental investments unprofitable, they are more willing to sell the house rather than rent. Leasing system is imperfect, insecure living. Our leasing system is not perfect, infinite landlord rights, rights of a dispute with the landlord difficulties. From the point of view of social character, people prefer to \2 people of the imagery in the home, the house and property is the basis of the family has a very important psychological significance, and to meet the people a sense of security, a sense of belonging demand, these basic needs are met, people can be healthy growth, in order to pursue a higher level of self-realization; 3. beloved house with the current social climate. Gradually stratified society, people proud to own real estate in order to obtain the expected recognition of a class beyond the personal economic ability to buy a house, the comparisons of consumption. In addition, public opinion fueled the rendering room is successful influence people purchase decision. 4. The herd mentality certain extent, also about the people's consumption behavior due to information asymmetry brought inaccurate exacerbate the the herd phenomenon of Chinese buyers in consumer behavior, heavy life afterlife concept of happiness is not heavy on the purchase behavior of people also have an impact . In this study, the real significance is that to resolve the housing difficulties phenomenon is not biased, it is necessary to change the concept of personal consumption, but also targeted to solve practical problems.
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