Social Constructiom Of City Homebuyers' Risk Perception

With the further of Reform and Opening-up,Shanghai and other large cities attract a large number of talents and investment by excellent policy and comfortable condition of postgraduate venture.Both of them promote the economic and the real estate market development.But at the same time,the real estate bubble which is hidden behind the rising prices is also building up.The real estate bubble came from the rapid development of the real estate market,and becomes an strong social risk.The risk construction theory holds that the risk is actually constructed by society,and the leading role of social factors in human' s risk perception.In this background,this article uses the risk construction theory to research how city homebuyers' risk perception constructed by social factors and how city homebuyers self-correct their constructed risk perception after entering the housing consumption market.This article found that risk perception of city homebuyers,who have not entered the housing consumption market,is constructed in two different paths before and after 2006.In the early stages of the real estate market development(2003-2006),expert system won trust from city homebuyers and gained the dominant position in the risk definition.With the help of the credibility of expert system,governent and traditional media subjective constructed city homebuyers' perception of the real estate market risk by monopolizing their channel of information.In the later stage(after 2006)of the real estate market development,with the confrontation between real estate group and public intellectuals,split weakened the credibility of expert group.This also troubled the government and traditional media in the crisis of confidence.Then the perception of the real estate market which is constructed now began to deconstruct.At the same time,the online community attracted a large number of Internet users depended on the advantage of some respects,such as communication cost,communication frequency and fewer constraints from the politics.During this course,the deconstruction of city homebuyers ' risk perception accelerated.With the help of the hot topic on online community,some talented people became Online public figure and won trust from city homebuyers.Online community became the platform where they communicate and organize with each other.Online public figure and the group of city homebuyers carried off a part of the dominant position in the risk definition from expert system and traditional media.Then they reconstruct city homebuyers,risk perception.After entering the housing market,the risk perception of city homebuyers also changed.This article divides the consumer behavior of city homebuyers into four phases:need recognition,looking for house,choosing and buying.After researched these phases,we found that city homebuyers who had entered the housing market felt more and more serious risk until begin the choosing phase.Some of them gave up.Another tried collecting information to reduce the risk from information inequality.Some of them observed the behavior of other homebuyers to get information.During this time,they felt impatience and became blindly.This triggered "Heuristic Bias" and effected the "herd effect",which subjectively reduce city homebuyers ' risk perception.