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1、摘 要 I 摘 要 摘 要 住宅产品具有消费品和投资品的双重属性，这种双重性使得住宅市场具有特殊的反价格规律现象。消费者需求随着住宅产品价格的上涨而增长，反之，则降低。究其原因，主要在于消费者的购买行为在很大程度上受到市场预期、经济运行和政策因素的影响。通过分析消费者的购买行为，理清显著影响消费者购买行为的因素，使得企业不仅能够更加全面地把握消费者的需求，而且有利于企业制定有效的营销策略。然而，目前国内在消费行为方面的研究才刚刚起步，因此对住宅市场中消费者购买行为进行研究具有重要的理论意义和实用价值。 本文通过考察消费者的购买需求、购买决策以及整个过程中介入的影响因素，提出了外在、内在和环境三
2、方面因素对消费者购买行为产生的影响。影响消费者的外在因素是产品特性，影响消费者的内在因素为消费态度，影响消费者的环境因素为消费者的经济环因素。通过特殊化 AIO 量表，本文设计并优化了住宅产品的产品特性、经济环境的影响和消费态度三大因素量表，使用因子分析建立产品特性三因子模型、经济因素的双因子模型和消费态度的四因子模型。 本文利用 SPSS 和 AMOS 软件对样本进行主成分因子分析、验证性因子分析和多重回归分析验证了研究假设，并得到以下结论：第一，产品特性对购买行为具有统计显著性， 主要表现在产品特性中的功能属性对购买档次的影响方面；第二，经济因素对购买行为的影响也具有统计显著性，主要表现为
3、经济预期和购买档次和购买频率的显著影响， 总收入对经济预期对购买档次亦有显著影响；第三，产品特性对经济因素的影响具有统计显著性，其中功能属性和房价对经济预期有显著影响，功能属性对总收入亦有显著影响；第四，消费态度对购买行为的影响具有统计显著性，主要表现在风险意识对购买档次的显著影响；第五，消费态度对经济预期的影响具有统计显著性，主要表现在风险意识和家庭消费意识对经济预期的显著影响。在验证假设的基础上，本文对产品特性、经济因素和消费态度对购买行为的直接和间接作用进行分析汇总，理清了各影响因素之间的关系。最后，基于研究结论提出了市场细分策略和产品价格策略。 关键词：关键词：房地产市场 消费行为 产
4、品特性 消费群体性 Abstract III ABSTRACT ABSTRACT With the double properties of consumer products and investment products, housing market has followed special law of the price phenomenon. Consumer demand will increased as well as residential product prices are growing, conversely, it will lower. its reason m
5、ainly lies in the consumers purchasing behavior largely influence by market expectations, economic operation and policy factors. Through the analysis of the consumer buying behavior, clearing significant influence factors of the customers purchasing behavior, not only makes the enterprise get more c
6、omprehensive grasp of consumer demand, but also help enterprise to make effective marketing strategy. However, the current domestic research in consumer behavior has just started, so the study of the customers purchasing behavior in the housing market have theoretical significance and practical valu
7、e. By investigateing consumer buying demand, purchase decisions and the whole process, This paper assumed the three factors of intervention internal and external, proposed environmental which influenced the customers purchasing behavior. The external factors that influence consumer is product charac
8、teristic.The inner factor that influence consumer is consumer attitudes.The environmental factors that influence consumer is economic ring factors. Through the specialized, this article designed=s a AIO scale which include three factors , optimized the product features, economic environment influenc
9、e and consumer attitudes. Using factor analysis,It was established three factor models of product features, double factor models of economic factors and four factor model of of consumption attitude. According to the research hypotheses,through SPSS and AMOS software,we sampled and analyzed datas by
10、principal component factor analysis and confirmatory factor analysis and multiple regression analysis to verify the research hypotheses, and get the following conclusion: First, the product features played statistically significant influence with purchasing behavior, mainly displays in the product c
11、haracteristics of the functional attributes on buy class; Second, the economic factors on purchase behaviour have statistically significant influenced with purchasing behavior, main performance for economic expectations to buy class and purchase frequency , gross also have significant influence with
12、 purchase class; Third, the product features have statistical significance influence with economic factors, including functional attributes Abstract IV and house prices have significant influences on economic expectations, functional attributes also have significant influence with grosss; Fourth, pu
13、rchase behavior attitude have statistical significance influence with purchase behavior , mainly displays in risk awareness on purchase grades of significant effect; Fifth, consumer attitude have the statistical significance influence with economic expectations , mainly displays in risk consciousnes
14、s and household consumption notable effect on economic expectations. Based on the assumption of the in validation, this paper made clear summary of the direct and indirect effect on the product characteristics, economic factors and purchase behavior attitude ,and the relationship between the various
15、 influenced factors. Finally, based on research conclusion puts forward market subdivision strategies and product price strategy. Key Words: Real Estate Market ， Consumption Behavior ， Characteristic of products ，Consumer Group 第 1 章 绪论 1 第 1 章 绪论 第 1 章 绪论 1.1 问题的提出 1.1.1 研究背景 近些年来， 房价始终保持上扬态势， 但整个社
16、会居民的人均收入却提升较慢，面对高昂的购房费用，多数居民只能望楼兴叹。在通货膨胀及多种市场因素，尤其是政策导向倾斜的作用下，住宅市场出现动荡。1998 年我国全面推行住房制度改革， 积极的住房建设和消费信贷等鼓励政策的出台， 促使住宅市场供需旺盛，拉升了房价的大幅度上涨。2003 年，房地产政策有了方向性的转变，在鼓励家庭购买或承租普通商品住房的同时，建立经济适用房和廉租房体系，解决部分困难群体的居住问题。自 2010 年以来，政府加大了对房地产市场的调控力度，为控制房价提出了一系列的措施，加强了经济适用房和廉租房的建设规模。在这样的政策背景下，投机者减少长期投资项目风险而大量出货，刚性需求的消费者持币待购、惜买、观望的气氛浓烈。 在住宅市场中，存在一种反供求关系规律的特殊现象。住宅不仅作为人们的基本生活资料，提供居住生活的空间，同时具有保值增值的作用。这种双重性决定了住宅具有投资品和消费品的双重属性。对一般消费商品而言，需求的增加引起价格上涨，进而引发供给的增加；随着价格的上涨，需求减少而供给增加，从而达到一个新的供求平衡点。在住宅市场中，
