One Study To Consumer Purchase Intention In The Mixed-income Housing Mode

Since2010, our country has taken various measures in order to strengthenmacro-control to real estate market including one countermeasure that localgovernments expand the proportion of affordable housing construction, which raisesone very worth exploring project and problem. This project is how about the purchaseintention of consumer to commercial housing in this kind of mixed housing residentialarea, and what the factors influencing the purchasing intention of this kind ofcommercial house are.In order to explore the factors existing in the purchase intention under themixed-income housing mode, this study adopts grounded theory to extract theseinfluencing factors, and proposes the theoretical model and hypotheses after threecoding to the raw material. Based on the grounded study, this study designscorresponding questionnaire and makes empirical analysis using data analysis,correlation analysis and so on to the data from the questionnaire.Based on the grounded study, there are three dimensions (housing dimensions,supply-side dimension and personal dimension). Combining factor analysis, there arefive influencing factors, which are social interaction characteristic factors, housinglocation factors, price factors, supply-side factors and reference group factors. Throughcorrelation and regression analysis, it exists correlation between five factors andpurchase intention, besides, social interaction characteristic factors are positivelycorrelated with purchase intention; the other four factors are negatively correlated withpurchase intention. The factor regression coefficients of these five factors are0.468,-0.137,-0.197and-0.244separately. Through paired t-test, these five factors aresignificantly different to purchase intention between any two, which demonstrates noone factor can be the core element to purchase intention. Through independent t-test andANOVA, the difference of individual characteristic to the five influencing factors andpurchase intention can be tested and concluded as follows: gender, sex, marital status,education, the number of children, education and residential form have significantinfluence on purchase intention; age, education, income and residential form havesignificant influence on social interaction characteristic factors; age, marital status,education, income and residential form have significant influence on price factors; age, marital status, education, income and residential form have significant influence onhousing characteristic factors; age, education, income and residential form havesignificant influence on supply-side factors; sex, age, education, the number of children,income and residential form have significant influence on reference group factors.According to the research findings, this paper attempts to provide suggestions tothe development and marketing of such commodity housing including making goodpositioning to the projects before the development, and focusing on the privacy andsecurity etc.