基于感知价值的普通商品房消费者购买意愿影响因素实证研究

发布时间：2018-06-25 23:51

本文选题：感知价值 + 普通商品房　；参考：《南京财经大学》2014年硕士论文

【摘要】：随着房价不断下跌的趋势,购房者观望情绪越来越浓厚,房地产企业销售面积和销售额纷纷减少。对于购房者来说,购房决策回归理性,大部分购房者会权衡购房所得的利益、风险和购买成本。而对于房地产企业来说,只有把握住消费者,让其感知到最大的价值,才能实现销售目标,拥有核心竞争优势。因而,基于感知价值研究购房者的购买意愿影响因素的重要意义就凸显出来了,让购房者感知到最大的价值是房地产企业拥有竞争优势的新利器。本文基于感知价值理论,由感知利益、感知风险和购买成本共同构成感知价值,全方位探究影响消费者购买普通商品房的因素。本文首先是详尽的综述了感知价值和购买意愿及这两者与房地产住宅相关的文献,之后根据感知价值理论提出本文的研究模型和假设,并基于前人研究成果和访谈设计量表,再结合专家访谈和消费者预调研以及小样本测试对量表进行修正,然后进行正式大规模调研,并通过统计软件SPSS20.0和AMOS7.0对进行信度、因子、相关、方差分析和结构方差模型检验,其中在因子分析中将感知利益分为了感知小区利益、感知住宅利益、感知人员及形象利益三个维度,将感知风险分为了财务及权属风险、功能风险、社会风险、心理风险四个维度。最后通过实证分析得出以下研究结论：1、感知价值是影响消费者购买普通商品房的主要因素。感知价值比感知利益和感知风险各维度对购买意愿的影响更大,再有感知小区利益、感知住宅利益、感知人员及形象利益对购买意愿的影响作用依次减弱,财务及权属风险、功能风险、心理风险对购买意愿的影响作用依次减弱。2、购房者的感知利益各维度、感知风险各维度和购买成本对感知价值均有显著的影响。影响最大的是感知风险中的财务及权属风险,其次是感知利益中的感知小区利益,再次是购买成本。其中,感知小区利益、感知住宅利益、感知人员及形象利益对感知价值的影响作用依次减弱,财务及权属风险、心理风险、功能风险对感知价值的影响作用依次减弱。3、消费者的人口统计特征(性别、年龄、学历、职业、家庭年收入)对感知利益、感知风险、购买成本有部分显著差异。本文基于感知价值对购房者购买意愿影响因素进行了全面挖掘,拓展了感知价值理论在我国房地产行业的应用,为我国相关房地产企业拥有或保持核心竞争优势提供了一把利器,为其营销策略改进提供了一定的借鉴参考。
[Abstract]:As house prices continue to fall, home buyers are becoming more and more wait-and-see sentiment, real estate companies sales area and sales have been reduced. Most buyers will weigh the benefits, risks and costs of buying a house. But for the real estate enterprise, only grasp the consumer, let it perceive the biggest value, can realize the sales target, have the core competitive advantage. Therefore, based on perceived value, the significance of the research on the factors affecting the buyers' willingness to buy is highlighted. The real estate enterprises have a new weapon of competitive advantage to make them perceive the greatest value. Based on the theory of perceived value, this paper makes up of perceived value by perceived interest, perceived risk and purchase cost, and probes into the factors that affect consumers' purchase of ordinary commercial housing. Firstly, this paper summarizes the perception value and purchase intention and the literature related to real estate housing in detail, then puts forward the research model and hypothesis according to the theory of perceived value, and designs the scale based on previous research results and interviews. Then the scale was revised with expert interview, consumer pre-survey and small sample test, and then the formal large-scale investigation was carried out, and the reliability, factor, correlation, variance analysis and structural variance model test were carried out through the statistical software SPSS 20.0 and AMOS7.0, and the statistical software SPSS 20.0 and AMOS7.0 were used to test the reliability, factor, correlation, variance and structure variance model. In the factor analysis, the perceived interest is divided into three dimensions: perceived community interest, perceived housing interest, perceived personnel and image interest. The perceived risk is divided into financial and tenure risk, functional risk, social risk. Four dimensions of psychological risk. Finally, through empirical analysis, the following conclusions: 1: 1, perceived value is the main factor that affects consumers to buy ordinary commercial housing. Perceived value than perceived interest and perceived risk of each dimension of the impact on the purchase intention greater, and perceived community interests, perceived housing interests, perceived personnel and image interests of the impact on the purchase intention in turn weakened, financial and ownership risk. The influence of functional risk and psychological risk on purchase intention is weakened in turn. The perceived interest dimensions perceived risk dimensions and purchase cost have a significant impact on perceived value. The biggest influence is the financial and ownership risk in perceived risk, followed by perceived interest in perceived interest, and then purchase cost. Among them, perceived community interests, perceived housing interests, perceived personnel and image interests of the impact on perceived value in turn weakened, financial and ownership risks, psychological risks, The impact of functional risk on perceived value is weakened in turn. The demographic characteristics of consumers (sex, age, education, occupation, annual household income) have some significant differences in perceived benefits, perceived risks, and purchase costs. Based on perceived value, this paper comprehensively excavates the influencing factors of buyers' purchase intention, and expands the application of perceptual value theory in China's real estate industry. It provides a sharp weapon for the related real estate enterprises to own or maintain the core competitive advantage, and provides a certain reference for the improvement of their marketing strategy.
【学位授予单位】：南京财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23

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