消费者绿色住宅购买意向影响因素实证研究

发布时间：2018-11-28 14:49

【摘要】：21世纪的生活主题是“低碳、生态、健康、环保”。作为我国国民支柱产业、同时又是高能耗、高资源消耗、高污染的房地产业,不可避免成为中国低碳经济发展关注的重点,发展绿色建筑是实现建筑业可持续发展的重要途径。但在政府大力推广、企业积极响应下,消费者绿色住宅购买行为并不乐观,大部分消费者更偏向选择普通住宅,函需对消费者的绿色住宅购买意向开展深入研究,从需求侧出发推广绿色住宅的发展。本文以绿色住宅消费者为研究对象,采用理论研究与实证研究相结合的方法,对消费者绿色住宅购买意向影响因素进行系统研究。首先,通过文献研究和专家访谈,结合消费者行为理论,综合全面的识别出绿色住宅购买意向的影响因素,即消费者心理因素、消费者绿色生活态度、消费者体验、社会因素、政府因素以及行为控制因素;其次,运用管理学、社会心理学等理论分析各影响因素对绿色住宅购买意向的作用机理,提出研究假设,并构建出绿色住宅购买意向影响机理的概念模型;第三,通过调查问卷的方式进行实证研究,并运用SPSS21.0、AMOS21.0软件,对问卷数据进行统计分析和研究假设验证,厘清了消费者心理因素、绿色生活态度、消费者体验、社会因素、政府因素、行为控制因素对购买意向的作用机理和影响路径,并构建嵌套模型考察人口统计变量对模型产生影响的根源;最后,根据实证结果对房产企业、政府部门提出了绿色住宅推广的对策建议。本文的研究结果表明:行为控制因素、消费者心理因素、社会因素、消费者体验、政府因素对绿色住宅购买意向具有依次减小的直接显著影响,而绿色生活态度对购买意向没有直接影响作用;消费者体验、消费者心理因素、社会因素、行为控制因素在自变量与因变量之间也具有中介的作用。其中,消费者体验及消费者心理因素在绿色生活态度与购买意向关系中起到完全中介的作用,消费者体验在消费者心理因素与购买意向关系中,起到部分中介作用,行为控制因素在政府因素与购买意向的关系中也起到部分中介作用;各影响因素对绿色住宅购买意向影响的总效应大小依次是社会因素、行为控制因素、消费者心理因素、政府因素、绿色生活态度、消费者体验。
[Abstract]:The theme of life in the 21 st century is low carbon, ecology, health and environmental protection. As a national pillar industry, the real estate industry with high energy consumption, high resource consumption and high pollution has inevitably become the focus of the development of low-carbon economy in China. The development of green buildings is an important way to realize the sustainable development of construction industry. But in the government vigorously promote, under the enterprise positive response, the consumer green house purchase behavior is not optimistic, most consumers prefer to choose the ordinary residence, the letter needs to carry on the thorough research to the consumer's green house purchase intention. From the demand side to promote the development of green housing. This paper takes the green house consumer as the research object, uses the theory research and the demonstration research method, carries on the systematic research to the consumer green housing purchase intention influence factor. First of all, through literature research and expert interviews, combined with consumer behavior theory, comprehensive identification of green housing purchase intention factors, that is, consumer psychological factors, consumer green life attitude, consumer experience, social factors, Government factors and behavioral control factors; Secondly, using the theories of management and social psychology, this paper analyzes the mechanism of the influence factors on the purchase intention of green housing, puts forward the research hypothesis, and constructs the conceptual model of the influence mechanism of the purchase intention of green house. Third, through the way of questionnaire empirical research, and the use of SPSS21.0,AMOS21.0 software, questionnaire data for statistical analysis and research hypothetical verification, to clarify the psychological factors of consumers, green life attitude, consumer experience, Social factors, government factors, behavioral control factors on the purchase intention of the mechanism and influence path, and build a nested model to investigate the demographic variables on the root causes of the model; Finally, according to the empirical results of real estate enterprises, government departments put forward the countermeasures and suggestions for the promotion of green housing. The results show that: behavior control factors, consumer psychological factors, social factors, consumer experience, government factors have a direct and significant impact on the purchase intention of green housing. But the green life attitude has no direct influence on the purchase intention; Consumer experience, consumer psychological factors, social factors, behavioral control factors also play an intermediary role between independent variables and dependent variables. Among them, consumer experience and consumer psychological factors play a complete intermediary role in the relationship between green life attitude and purchase intention, and consumer experience plays a part of intermediary role in the relationship between consumer psychological factors and purchase intention. Behavioral control factors also play an intermediary role in the relationship between government factors and purchase intention. The total effect of each influencing factor on the purchase intention of green house is social factor, behavior control factor, consumer psychological factor, government factor, green life attitude and consumer experience.
【学位授予单位】：山东科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F299.23

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