Empirical Research On The Influence Of Information And Product Attributes On Consumers' Green House Purchase Behavior

The actual pattern of China's residential market is dominated by traditional housing,supplemented by green housing,and the development of the green housing market is not sufficient,and the scale of consumption is also small.The current research on the green house purchase behavior is mainly based on internal and external factors such as demographic characteristics,price,economic and social values,etc.Little is considered about the differences between the actual and potential groups of green house purchase behavior.It is rare to look at the level of green residential information and product attributes.This raises the following questions: What is the relationship between active information and passive information in green homes? What is the impact of active and passive information on green residential product attributes in green homes? How does active and passive information in green homes affect consumer buying behavior? What is the impact of the unique properties of green residential properties on the purchase of green homes? These are the focus of this study.In order to solve the above problems,based on the analysis of the traditional model,this paper reconstructs the theoretical model of the purchase behavior of green houses and makes assumptions.After combined with the questionnaire survey,using AMOS,SPSS software for sample analysis and empirical analysis of the structural equations of the model.In the optimal model,the path influence coefficients between the two research variables are: 0.649,0.791,0.576,0.630,and 0.822,which are all greater than the minimum judgment limit of 0.5,and all of them are above and below the limit value of 0.7 except 0.576.Degree requirements.The AVE,C.R.,and S.E.values were all satisfactory,and the samples had good reliability and validity.In the optimal model,the path influence coefficients between the two research variables are0.649,0.791,0.576,0.630,and 0.822,respectively,which are all greater than the minimum judgment value of 0.5.The CR values of each path were 2.048,2.091,3.030,2.713,and 4.102,respectively,which were all greater than the judgment value of 1.96.The P value of the optimal model was significant.The following conclusions are drawn:(1)The effective reception of green residential information(including primary and passive information)has a significant positive effect on the further recognition of the attributes of green residential products and the orientation of consumer purchasing behavior;(2)on green The effective cognition of residential product attributes also has a significant positive effect on the purchase behavior.From the above conclusions,relevant countermeasures and suggestions are proposed.While broadening ideas for developers and governments,they hope to revitalize the green residential market and attract more consumers.