本文選題：低碳住宅 + 購買意向　； 參考：《南京航空航天大學》2013年碩士論文

【摘要】：為考察影響消費者低碳住宅購買意向的深層次因素，總結(jié)其規(guī)律為房地產(chǎn)企業(yè)在細分市場中尋找目標客戶群體、制定行之有效的營銷決策提供依據(jù)，本文在文獻研究的基礎(chǔ)上基于計劃行為理論的視角將顧客產(chǎn)品知識、市場營銷刺激作為前置變量引進模型，構(gòu)建了消費者低碳住宅購買意向影響因素模型，，來分析探討消費者的低碳住宅購買決策機制及其影響因素。通過運用大樣本問卷調(diào)查方法獲取數(shù)據(jù)，在對樣本數(shù)據(jù)進行描述性分析、信度與效度檢驗、測量模型驗證性因子分析的基礎(chǔ)上，重點利用結(jié)構(gòu)方程方法對消費者低碳住宅購買意向影響因素進行分析。 研究結(jié)果發(fā)現(xiàn)：（1）購買態(tài)度、主觀規(guī)范與知覺行為控制對低碳住宅購買意向有顯著性的正向影響，其中知覺行為控制是低碳住宅購買意向最有影響的預(yù)測變量，表明如何真正提高消費者低碳住宅購買時的知覺行為控制程度是企業(yè)營銷時面臨的關(guān)鍵性問題。（2）顧客產(chǎn)品知識對低碳住宅購買態(tài)度、知覺行為控制有顯著性的正向影響，其中顧客產(chǎn)品知識對知覺行為控制的影響程度要高于其對低碳住宅購買態(tài)度的影響。顧客產(chǎn)品知識與主觀規(guī)范正相關(guān)，但影響不顯著。（3）市場營銷刺激對低碳住宅購買態(tài)度、主觀規(guī)范、知覺行為控制有顯著性的正向影響，其中市場營銷刺激對低碳住宅購買態(tài)度的影響程度要高于其對主觀規(guī)范和知覺行為控制的影響。 總體而言，本文研究結(jié)果表明，修正后的計劃行為理論對消費者低碳住宅購買意向能夠進行有效地解釋與預(yù)測，說明計劃行為理論在研究低碳住宅購買意向方面具有良好的適應(yīng)性。最后，在結(jié)論的基礎(chǔ)上本文為房地產(chǎn)企業(yè)低碳住宅開發(fā)與營銷策略的實施提供了針對性的建議。
[Abstract]:In order to investigate the deep factors that affect the purchase intention of low carbon housing, and summarize its law, it provides the basis for the real estate enterprises to find the target customer group in the subdivision market and to make effective marketing decisions. Based on the theory of planning behavior, this paper introduces the model of customer product knowledge and marketing stimulation as a leading variable, and constructs a model of influencing factors of consumer's purchase intention of low-carbon housing. To analyze and discuss the decision making mechanism and influencing factors of low-carbon housing purchase by consumers. Based on the descriptive analysis of sample data, reliability and validity test, and measurement model confirmatory factor analysis, a large sample questionnaire method is used to obtain the data. The structural equation method is used to analyze the influencing factors of consumers' purchase intention of low-carbon housing. The results show that the purchase attitude, subjective norms and perceptual behavior control have significant positive effects on the purchase intention of low carbon housing, and perceptual behavior control is the most influential predictor of the purchase intention of low carbon housing. It shows that how to improve the degree of perceived behavior control in the purchase of low carbon housing is the key problem faced by enterprises in marketing. (2) customer product knowledge has a significant positive effect on the purchase attitude of low carbon housing, and perceptual behavior control has a significant positive impact on the purchase of low carbon housing. The influence of customer product knowledge on perceptual behavior control is higher than that on low carbon housing purchase attitude. Customer product knowledge was positively correlated with subjective norms, but not significantly influenced by marketing stimulation, which had significant positive effects on low carbon housing purchase attitude, subjective norms and perceptual behavior control. The influence of marketing stimulation on low carbon housing purchase attitude is higher than that on subjective norms and perceptual behavior control. In general, the results of this paper show that the modified theory of planning behavior can effectively explain and predict the purchase intention of low carbon housing. It shows that the theory of planning behavior has good adaptability in studying the purchase intention of low-carbon housing. Finally, on the basis of the conclusion, this paper provides some suggestions for the development and marketing of low carbon housing in real estate enterprises.
【學位授予單位】：南京航空航天大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.23;F274

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