Research On The Influencing Factors And Mechanism Of Willingness To Pay Of High-quality Housing Based On TPB—SOR Model

After years of rapid development of the housing and real estate industry in China,the housing shortage has been basically solved.Driven by the rapid development of the national economy and the rapid growth of residents’ income,the housing demand of most urban families is no longer satisfied with "have a house to live," to "have a good house to live" and " have another good house to live".The functional characteristics of existing residential buildings can no longer adapt to people’s growing needs for a better life,and the demand for improved residential buildings is increasing day by day.At the same time,in recent years,the COVID-19 has brought about changes in lifestyle and life concept,such as home office and home care,as well as the introduction of policies such as "housing rather than speculation",which make people have new thinking and higher requirements for the spatial design,function,function,quality and service of housing.Urban construction in our country once dominated by large-scale incremental development thought,the extensive and high-speed construction mode brought negative effects of low development quality and efficiency,resulting in many quality problems of projects.China’s construction industry is facing a critical period of transformation and upgrading.It should fully combine the needs of The Times,organically integrate the expansion of domestic demand with the transformation of development mode,complete the key transformation from "quantity" expansion to "quality" improvement,and find a new road of intensive development.From this point of view,It is a developing trend and urgent matter to construct high quality residential buildings which guarantee the good quality of living and the value of assets.This paper studies the factors influencing the purchase intention of high-quality residential properties from the perspective of consumers.Based on the theory of planned behavior,we establish a research model of the factors influencing the purchase intention of high-quality residential properties,and introduce new explanatory variables based on the combing of existing research results and the characteristics of high-quality residential properties that are different from those of ordinary commercial properties.After that,the empirical analysis was conducted by using questionnaire survey,applying SPSS software to analyze the reliability and validity of the questionnaire,and using Amos software to do the validation analysis of the model of influencing factors of purchase intention of high-quality residential properties,and testing the hypotheses proposed before according to the results of the run,against the judgment criteria of fitting indicators.The final conclusion is that the factors that have a significant influence on the purchase intention behavior of high-quality housing are subjective norms,perceptual behavior control and daily life quality claims.Finally,under the framework of the SOR model,the issue of the mechanism of action of each influencing factor is analyzed,using perceived value to portray the influence mechanism of individual influencing factors,analyzing each influencing factor to bring stimuli to act on the responding subject through their respective intrinsic influence mechanisms,bringing about corresponding changes in perceived benefits or perceived costs,and studying the comprehensive mechanism of action of influencing factors on behavior in each of the three stages of SOR.