Research On The Improvement Of Residents’ Willingness To Pay In Renovation Projects Of Old Residential Areas From The Perspective Of Perceived Value

As a major livelihood project to meet the people’s aspiration for a better life and promote the transformation of urban development,most of the renovation projects are currently covered by the central government,and the number of old neighborhoods that need to be renovated nationwide is huge and the renovation fund gap is serious.In order to carry out the transformation projects of old neighborhoods smoothly and solve the problem of single funding for the transformation of old urban neighborhoods,it is necessary to mobilize the role of the core beneficiaries,the residents and owners,and fully mobilize the residents and owners of the neighborhoods to share the transformation funds with the government.Therefore,how to give full play to residents’ autonomy and enhance residents’ willingness to pay in the renovation work of old neighborhoods is a difficult problem facing the renovation work.This study defines the connotation of residents’ willingness to pay from the perspective of residents’ perceived value and the relevant theoretical analysis,and proposes that residents’ willingness to pay has social,special,complex and external characteristics.Based on the "cognitive-attitude-behavioral willingness" theory,perceived value theory and planned behavior theory,we analyze and clarify the formation process and mechanism of residents’ willingness to pay,and extract seven variables,including perceived functional value,perceived economic value,perceived emotional value,perceived social value,payment attitude,subjective norm and perceptual behavior control.Seven variables are extracted,the relationship between them is analyzed,the hypothesis is proposed and a model of the factors influencing residents’ willingness to pay is constructed.A questionnaire was designed to collect relevant data in conjunction with the actual situation,and a structural equation model was used to conduct empirical analysis,and the one-way variance method was used to analyze the differential effects of each variable factor among different groups of residents with different characteristics.The results show that all the hypotheses in the model of factors influencing residents’ willingness to pay were verified,and all the variables directly or indirectly influenced residents’ willingness to pay to varying degrees;among them,the total effect of payment attitude on residents’ willingness to pay was the largest at 0.307,followed by the effects of perceived economic value,perceived functional value,perceived emotional value and perceived social value on willingness to pay,with their total effects of 0.289,0.286,0.247 and 0.206,respectively.The total effects of perceived economic value,perceived functional value,perceived emotional value and perceived social value on willingness to pay were 0.289,0.286,0.247 and 0.206,respectively,and finally,the total effects of subjective norms and perceived behavioral control on willingness to pay were 0.183 and 0.179,respectively;the mediating effects of attitude to pay,perceived behavioral control and subjective norms were verified;residents of different ages,education,income and length of residence showed Significant differences in willingness to pay and other variables were found among residents of different ages,education,income and length of residence.Finally,based on the results of the empirical analysis and combined with the actual situation,we propose a publicity enhancement strategy for different resident groups to change their payment attitudes,a program promotion strategy based on satisfying residents’ economic and functional values,and a psychological guidance strategy to enrich residents’ emotional and social values.