基于计划行为理论的绿色住宅消费行为研究

发布时间：2018-06-08 06:35

本文选题：绿色住宅 + 消费行为　；参考：《重庆大学》2014年硕士论文

【摘要】：目前我国的绿色建筑市场处于规模化发展的阶段，绿色住宅是绿色建筑中所占比例较大的一个种类，作为市场上的一种物品交易存在，其推广受到供给-需求的市场规律的限定。而由于其“绿色”的特点而具有外部性和公益品属性，会产生市场失灵的情况。这种情况下，绿色住宅消费行为会与普通商品消费行为存在差别。另外，其大额性的特点使得对绿色住宅消费行为的研究与一般绿色消费行为存在区别。因此，本研究旨在对绿色住宅消费行为进行研究，分析影响绿色住宅消费行为的外部因素，为绿色住宅的推广提供建议。研究中，对既有的与绿色住宅相关的文献进行了整理和分析，以计划行为理论为基础，通过比较分析绿色住宅的特质得出影响消费者行为的外部影响因素（运营成本、居住条件、群体消费观念、购买成本、普及程度），构建了绿色住宅消费行为分析模型。然后针对这些外部因素和消费意向设计问卷，通过问卷调查的方式在重庆地区获取了数据，，并采用SPSS18.0软件对数据进行了处理和分析，通过相关分析和逐步多元回归分析得到外部影响因素与绿色住宅消费意向间的回归方程，确定了主要的外部影响因素及其影响程度，做出了分析和解释。研究的主要结论如下：第一，得出有关绿色住宅消费的一些基本情况：消费者在绿色住宅消费时，对绿色住宅的运营成本、居住条件和购买成本均比较重视；绿色住宅的普及程度低；消费者的周围群体消费观念中，对绿色住宅没有明显的倾向；消费者对于绿色住宅购买并没有明显的倾向。第二，绿色住宅的运营成本和居住条件上的优势对消费意向有显著的正向影响；群体消费观念对消费意向有显著的推动作用；绿色住宅的购买成本对消费意向具有负向影响；普及程度对绿色住宅消费意向具有微弱的正向推动作用，但是其相关性不显著。第三，群体消费观念是对绿色住宅消费意向影响最大的因素，其次是绿色住宅的运营成本和居住条件，在回归方程中，购买成本的影响程度最小。最后，根据对外部因素研究的结果从政府和开发商两方面提出了推广绿色住宅的建议。
[Abstract]:At present, the green building market in our country is in the stage of large-scale development. Green housing is a kind of large proportion of green building, which exists as an article trade in the market. Its promotion is limited by the market law of supply-demand. But because of its "green" characteristic and has the externality and the commonweal goods attribute, will produce the market malfunction situation. In this case, the green housing consumption behavior will be different from the ordinary commodity consumption behavior. In addition, the characteristics of its large amount make the study of green house consumption behavior different from the general green consumption behavior. Therefore, the purpose of this study is to study the consumption behavior of green housing, analyze the external factors that affect the consumption behavior of green housing, and provide suggestions for the promotion of green housing. Based on the theory of planning behavior, the external factors (operating cost, living conditions) that affect consumer behavior are obtained by comparing and analyzing the characteristics of green housing. The analysis model of green housing consumption behavior is constructed by group consumption concept, purchase cost and popularization degree. Then according to these external factors and consumption intention design questionnaire, through the way of questionnaire to obtain the data in Chongqing area, and use SPSS 18.0 software to process and analyze the data. Through the correlation analysis and stepwise multiple regression analysis, the regression equation between the external influence factors and the consumption intention of green housing is obtained, the main external influence factors and their influence degree are determined, and the analysis and explanation are made. The main conclusions of the study are as follows: first, some basic conditions of green housing consumption are obtained: consumers pay more attention to the operating cost, living conditions and purchase cost of green housing when they consume green housing; The popularity of green housing is low; there is no obvious tendency towards green housing in the consumer's concept of consumption in the surrounding groups; there is no obvious tendency for consumers to buy green housing. Second, The advantages of operating cost and living conditions of green housing have a significant positive impact on consumption intention, group consumption concept has a significant role in promoting consumption intention, the purchase cost of green house has a negative impact on consumption intention. The popularity of green housing consumption intention has a weak positive role, but its correlation is not significant. Third, group consumption concept is the most important factor affecting green housing consumption intention. The second is the operating cost and living conditions of green housing. In the regression equation, the influence of purchase cost is the least. Finally, according to the results of the research on external factors, the author puts forward some suggestions to promote green housing from both government and developer.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23;F713.55

【参考文献】