【摘要】：21世紀(jì)的生活主題是“低碳、生態(tài)、健康、環(huán)�！�。作為我國(guó)國(guó)民支柱產(chǎn)業(yè)、同時(shí)又是高能耗、高資源消耗、高污染的房地產(chǎn)業(yè),不可避免成為中國(guó)低碳經(jīng)濟(jì)發(fā)展關(guān)注的重點(diǎn),發(fā)展綠色建筑是實(shí)現(xiàn)建筑業(yè)可持續(xù)發(fā)展的重要途徑。但在政府大力推廣、企業(yè)積極響應(yīng)下,消費(fèi)者綠色住宅購買行為并不樂觀,大部分消費(fèi)者更偏向選擇普通住宅,函需對(duì)消費(fèi)者的綠色住宅購買意向開展深入研究,從需求側(cè)出發(fā)推廣綠色住宅的發(fā)展。本文以綠色住宅消費(fèi)者為研究對(duì)象,采用理論研究與實(shí)證研究相結(jié)合的方法,對(duì)消費(fèi)者綠色住宅購買意向影響因素進(jìn)行系統(tǒng)研究。首先,通過文獻(xiàn)研究和專家訪談,結(jié)合消費(fèi)者行為理論,綜合全面的識(shí)別出綠色住宅購買意向的影響因素,即消費(fèi)者心理因素、消費(fèi)者綠色生活態(tài)度、消費(fèi)者體驗(yàn)、社會(huì)因素、政府因素以及行為控制因素;其次,運(yùn)用管理學(xué)、社會(huì)心理學(xué)等理論分析各影響因素對(duì)綠色住宅購買意向的作用機(jī)理,提出研究假設(shè),并構(gòu)建出綠色住宅購買意向影響機(jī)理的概念模型;第三,通過調(diào)查問卷的方式進(jìn)行實(shí)證研究,并運(yùn)用SPSS21.0、AMOS21.0軟件,對(duì)問卷數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析和研究假設(shè)驗(yàn)證,厘清了消費(fèi)者心理因素、綠色生活態(tài)度、消費(fèi)者體驗(yàn)、社會(huì)因素、政府因素、行為控制因素對(duì)購買意向的作用機(jī)理和影響路徑,并構(gòu)建嵌套模型考察人口統(tǒng)計(jì)變量對(duì)模型產(chǎn)生影響的根源;最后,根據(jù)實(shí)證結(jié)果對(duì)房產(chǎn)企業(yè)、政府部門提出了綠色住宅推廣的對(duì)策建議。本文的研究結(jié)果表明:行為控制因素、消費(fèi)者心理因素、社會(huì)因素、消費(fèi)者體驗(yàn)、政府因素對(duì)綠色住宅購買意向具有依次減小的直接顯著影響,而綠色生活態(tài)度對(duì)購買意向沒有直接影響作用;消費(fèi)者體驗(yàn)、消費(fèi)者心理因素、社會(huì)因素、行為控制因素在自變量與因變量之間也具有中介的作用。其中,消費(fèi)者體驗(yàn)及消費(fèi)者心理因素在綠色生活態(tài)度與購買意向關(guān)系中起到完全中介的作用,消費(fèi)者體驗(yàn)在消費(fèi)者心理因素與購買意向關(guān)系中,起到部分中介作用,行為控制因素在政府因素與購買意向的關(guān)系中也起到部分中介作用;各影響因素對(duì)綠色住宅購買意向影響的總效應(yīng)大小依次是社會(huì)因素、行為控制因素、消費(fèi)者心理因素、政府因素、綠色生活態(tài)度、消費(fèi)者體驗(yàn)。
[Abstract]:The theme of life in the 21 st century is low carbon, ecology, health and environmental protection. As a national pillar industry, the real estate industry with high energy consumption, high resource consumption and high pollution has inevitably become the focus of the development of low-carbon economy in China. The development of green buildings is an important way to realize the sustainable development of construction industry. But in the government vigorously promote, under the enterprise positive response, the consumer green house purchase behavior is not optimistic, most consumers prefer to choose the ordinary residence, the letter needs to carry on the thorough research to the consumer's green house purchase intention. From the demand side to promote the development of green housing. This paper takes the green house consumer as the research object, uses the theory research and the demonstration research method, carries on the systematic research to the consumer green housing purchase intention influence factor. First of all, through literature research and expert interviews, combined with consumer behavior theory, comprehensive identification of green housing purchase intention factors, that is, consumer psychological factors, consumer green life attitude, consumer experience, social factors, Government factors and behavioral control factors; Secondly, using the theories of management and social psychology, this paper analyzes the mechanism of the influence factors on the purchase intention of green housing, puts forward the research hypothesis, and constructs the conceptual model of the influence mechanism of the purchase intention of green house. Third, through the way of questionnaire empirical research, and the use of SPSS21.0,AMOS21.0 software, questionnaire data for statistical analysis and research hypothetical verification, to clarify the psychological factors of consumers, green life attitude, consumer experience, Social factors, government factors, behavioral control factors on the purchase intention of the mechanism and influence path, and build a nested model to investigate the demographic variables on the root causes of the model; Finally, according to the empirical results of real estate enterprises, government departments put forward the countermeasures and suggestions for the promotion of green housing. The results show that: behavior control factors, consumer psychological factors, social factors, consumer experience, government factors have a direct and significant impact on the purchase intention of green housing. But the green life attitude has no direct influence on the purchase intention; Consumer experience, consumer psychological factors, social factors, behavioral control factors also play an intermediary role between independent variables and dependent variables. Among them, consumer experience and consumer psychological factors play a complete intermediary role in the relationship between green life attitude and purchase intention, and consumer experience plays a part of intermediary role in the relationship between consumer psychological factors and purchase intention. Behavioral control factors also play an intermediary role in the relationship between government factors and purchase intention. The total effect of each influencing factor on the purchase intention of green house is social factor, behavior control factor, consumer psychological factor, government factor, green life attitude and consumer experience.
【學(xué)位授予單位】：山東科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55;F299.23

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本文編號(hào)：2363184