| As China's economy turns to high-quality development,real estate,as a basic and pioneering industry of the national economy,promotes its transformation and upgrading,which is conducive to alleviating the problems of resources,environments and social contradictions,thus promoting sustainable social and economic development.As an essential part of people's living space,people hope that residential products can better meet their needs and can achieve a greater degree of green,energy-saving,intelligent and economic.As an important means to meet the market demand and improve the function and quality of residential products,residential product innovation is an inevitable act for developers to occupy more market share.However,developers in China are currently not sufficiently aware of the positive externalities of residential innovation,and their willingness to innovate is not active and strong enough,which has seriously restricted the development of the current real estate industry.In the context of high-quality development,it is of great practical significance and application value to study the factors influencing developers' willingness and behavior to innovate residential products and the mechanism of action among the factors.In view of this,based on the relevant theoretical foundation,this study combines the influencing factors and index system of developers' innovation research and development and innovation adoption,and constructs a research model and index system of the motivation mechanism of residential product innovation of developers in China,through which the model and index system analyze the factors affecting developers' innovation and propose targeted countermeasure suggestions,so as to expect to improve developers' innovation enthusiasm and promote the transformation and upgrading of the real estate industry.The details of the study and the research process are described below:Firstly,this thesis compares the achievements of domestic and foreign scholars in residential product research,introduces the concepts of "residential product" and "residential product innovation",discusses the content and characteristics of residential product innovation and its development history,and analyses the factors affecting the current residential product innovation of Chinese developers.Secondly,on the basis of the theory of planned behavior model,the three variables of relative advantage,complexity and perceived risk were introduced in conjunction with the characteristics of innovative products;and the two variables of market demand and policy incentives were introduced according to the actual situation of the enterprises.The model and index system of the driving mechanism of developers' residential product innovation,which is supported by the theory of planned behavior and the theory of innovation diffusion,and consists of relative advantage,complexity,perceived risk,behavioral attitude,subjective norm,market demand,perceived behavioral control,policy incentive,willingness to innovate and innovation behavior are constructed,and the corresponding hypotheses are proposed.Thirdly,the questionnaire design was designed,then they were distributed and collected from the top 30 real estate enterprises in China.The collected data were processed and analyzed by smart-PLS 3.0 software to analyze the factors affecting the housing product innovation of real estate developers and the mechanism of action between each factor.The following conclusions were drawn from the analysis: Developer's behavioral attitude is positively influenced by comparative advantage,and negatively influenced by complexity and perceived risk;Market demand has a positive impact on subjective norms,but its impact on innovation intention is not significant.The innovation intention is not only positively affected by behavioral attitude,and subjective norms and perceived behavioral control also have a significant positive effect on it;innovation behavior is significantly positively influenced by willingness to innovate and perceived behavioral control;policy incentives can significantly and positively moderate the effect of willingness to innovate on innovation behavior.Finally,countermeasures are proposed at the government level from the perspectives of improving innovation incentives and economic incentive policies,improving mandatory standards,and securing the supply of talents;at the developer level from the perspectives of behavioral attitudes,subjective norms,and perceived behavioral control,including countermeasures in terms of changing development concepts,increasing innovation investment,strengthening vocational training,and innovating management methods;and at the market level from the perspectives of enhancing consumer demand and improving market competition mechanisms,thus expecting to promote developers' active innovation in residential products. |
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