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Study on the Influencing Factors of Purchasing Behavior Intention of Commodity Housing Based on Different Motivations

Author: ChenHuanLin
Tutor: ChenHaiQuan
School: Jinan University
Course: Business management
Keywords: Ordinary commercial housing Buying motives Willingness to buy
CLC: F293.3;F224
Type: Master's thesis
Year: 2011
Downloads: 156
Quote: 0
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Abstract


In recent years , China's large and medium cities showing a constantly rising trend , while in those cities, they are common now a strange : At night, the city's commercial housing does not have a lot of houses at night year round lights , some even sporadically lit a few, which have been strained housing and urban residents are incompatible . Why is there such a phenomenon ? In the vast literature on the basis of this study will be of ordinary commercial residential consumers buying motives are divided into three categories: married settle down type , improved housing -and investment-oriented . Meanwhile, the analysis of commodity housing purchase intention factors , and select the product factors and interpersonal influence as an entry point for this research , build structural equation model . Empirical research methods used in different buying motives case, hypothesis testing , analysis and compare the results , the following conclusions : ( 1 ) Guangzhou investors have accounted for one-third of the entire market , marriage settle who also accounted for 21% of the entire market . ( 2 ) different motives commercial residential consumers, the factors affecting willingness to buy different emphasis . Among them, \potential and other factors must take greater than \consumers . ( 3 ) \buy a house belonging to the rigid demands of the population -based consumers do not pay attention commodity residential future appreciation potential. ( 5 ) In order to buy a house belonging to the interests of the investment crowd oriented consumers , small business reputation and value the developers of their relatives and friends around the views . ( 6 ) In order to improve the housing conditions of the population are thought to buy a house type consumers more cautious when buyers will be considering all of the factors .

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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