消费者感知风险对二手房购买意愿的影响研究

发布时间：2018-05-21 11:12

本文选题：二手房 + 感知风险　；参考：《浙江工商大学》2013年硕士论文

【摘要】：目前,中国房地产行业正处于市场低迷阶段,政府继续加强对房地产市场的宏观调控,房地产开发商叫苦连天,消费者却望而却步,房地产行业面临重新洗牌的境况。与国外发达国家相比,我国二手房市场仍然处于初始阶段,存在着一些问题与不足,并逐渐成为制约其进一步发展的瓶颈,同时,这也导致消费者对二手房购买存在较高的感知风险,影响其购买意愿强度。为探讨感知风险与购买意愿之间的关系,本研究在回顾国内外相关文献的基础上,通过小规模的研究访谈,构建了感知风险与购买意愿的关系模型,并用实证的方法验证了该模型。本研究采用问卷调查的方法,对杭州市部分小区和商业场所进行抽样调查,共回收有效问卷352份,并使用SPSS17.0统计软件对问卷数据进行整理和分析,得出以下结论： 1.感知风险各因子之间存在较强的相关性,消费者在购买二手房过程中感知到的风险并不是独立存在的,而是相互影响的。 2.消费者的二手房感知风险与购买意愿存在显著负相关,其中政策环境风险、资金风险、合同风险与购买意愿的负相关程度较高,服务风险、产权风险与购买意愿的负相关程度较低。 3.消费者因素对感知风险及购买意愿存在影响,消费者的性别、年龄对其购买二手房感知风险及意愿无显著影响,而消费者的家庭年收入、购买经历、购买动机对感知风险及购买意愿存在显著影响。因此,从感知风险的角度对二手房购买意愿进行研究和分析,具有重要的理论意义和实践价值。基于本文研究的结论,笔者从降低消费者感知风险的角度出发,为房产经纪企业、房产经纪人及出售房屋的业主提出了一些合理的营销建议,以期实现各方利益最大化。
[Abstract]:At present, China's real estate industry is in the stage of market downturn, the government continues to strengthen macro regulation and control of the real estate market. Real estate developers are crying for a long time, but consumers are daunting, the real estate industry is facing the situation of reshuffling. Compared with developed countries, the second-hand housing market is still in the initial stage, there are some questions. Problems and deficiencies have gradually become bottlenecks that restrict their further development. At the same time, it also leads to higher perceived risk and influence on the purchase intention of second-hand housing. In order to explore the relationship between perceived risk and purchase intention, this study is based on a review of relevant literature at home and abroad and through small-scale research interviews, The relationship between perceived risk and purchase intention is constructed, and the model is verified by empirical method.
In this study, a questionnaire survey method was used to make a sample survey on some residential areas and commercial sites in Hangzhou. A total of 352 valid questionnaires were collected, and the SPSS17.0 statistical software was used to organize and analyze the questionnaire data. The following conclusions were drawn:
1. there is a strong correlation between the factors of perceived risk. The risk perceived by consumers in the process of buying second-hand housing is not independent, but interrelated.
2. the perceived risk of second-hand housing has a significant negative correlation with the purchase intention. The negative correlation between the policy environment risk, the capital risk, the contract risk and the purchase intention is higher, and the service risk, the property risk and the purchase intention are negatively correlated.
3. the consumer factors have an impact on perceived risk and purchase intention. The sex and age of the consumer have no significant impact on perceived risk and willingness to buy second-hand housing, while the consumer's family income, purchase experience and purchase motivation have a significant impact on perceived risk and purchase intention. Therefore, the purchase of second-hand housing from the perspective of perceived risk is purchased. Willingness to conduct research and analysis has important theoretical and practical value.
Based on the conclusion of this study, from the perspective of reducing the perceived risk of consumers, the author puts forward some reasonable marketing suggestions for real estate brokerage firms, real estate brokers and owners selling houses, in order to maximize the interests of all parties.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.23;F224

【参考文献】