本文選題：二手房 + 感知風(fēng)險(xiǎn)��； 參考：《浙江工商大學(xué)》2013年碩士論文

【摘要】：目前,中國(guó)房地產(chǎn)行業(yè)正處于市場(chǎng)低迷階段,政府繼續(xù)加強(qiáng)對(duì)房地產(chǎn)市場(chǎng)的宏觀調(diào)控,房地產(chǎn)開(kāi)發(fā)商叫苦連天,消費(fèi)者卻望而卻步,房地產(chǎn)行業(yè)面臨重新洗牌的境況。與國(guó)外發(fā)達(dá)國(guó)家相比,我國(guó)二手房市場(chǎng)仍然處于初始階段,存在著一些問(wèn)題與不足,并逐漸成為制約其進(jìn)一步發(fā)展的瓶頸,同時(shí),這也導(dǎo)致消費(fèi)者對(duì)二手房購(gòu)買存在較高的感知風(fēng)險(xiǎn),影響其購(gòu)買意愿強(qiáng)度。為探討感知風(fēng)險(xiǎn)與購(gòu)買意愿之間的關(guān)系,本研究在回顧國(guó)內(nèi)外相關(guān)文獻(xiàn)的基礎(chǔ)上,通過(guò)小規(guī)模的研究訪談,構(gòu)建了感知風(fēng)險(xiǎn)與購(gòu)買意愿的關(guān)系模型,并用實(shí)證的方法驗(yàn)證了該模型。 本研究采用問(wèn)卷調(diào)查的方法,對(duì)杭州市部分小區(qū)和商業(yè)場(chǎng)所進(jìn)行抽樣調(diào)查,共回收有效問(wèn)卷352份,并使用SPSS17.0統(tǒng)計(jì)軟件對(duì)問(wèn)卷數(shù)據(jù)進(jìn)行整理和分析,得出以下結(jié)論： 1.感知風(fēng)險(xiǎn)各因子之間存在較強(qiáng)的相關(guān)性,消費(fèi)者在購(gòu)買二手房過(guò)程中感知到的風(fēng)險(xiǎn)并不是獨(dú)立存在的,而是相互影響的。 2.消費(fèi)者的二手房感知風(fēng)險(xiǎn)與購(gòu)買意愿存在顯著負(fù)相關(guān),其中政策環(huán)境風(fēng)險(xiǎn)、資金風(fēng)險(xiǎn)、合同風(fēng)險(xiǎn)與購(gòu)買意愿的負(fù)相關(guān)程度較高,服務(wù)風(fēng)險(xiǎn)、產(chǎn)權(quán)風(fēng)險(xiǎn)與購(gòu)買意愿的負(fù)相關(guān)程度較低。 3.消費(fèi)者因素對(duì)感知風(fēng)險(xiǎn)及購(gòu)買意愿存在影響,消費(fèi)者的性別、年齡對(duì)其購(gòu)買二手房感知風(fēng)險(xiǎn)及意愿無(wú)顯著影響,而消費(fèi)者的家庭年收入、購(gòu)買經(jīng)歷、購(gòu)買動(dòng)機(jī)對(duì)感知風(fēng)險(xiǎn)及購(gòu)買意愿存在顯著影響。因此,從感知風(fēng)險(xiǎn)的角度對(duì)二手房購(gòu)買意愿進(jìn)行研究和分析,具有重要的理論意義和實(shí)踐價(jià)值。 基于本文研究的結(jié)論,筆者從降低消費(fèi)者感知風(fēng)險(xiǎn)的角度出發(fā),為房產(chǎn)經(jīng)紀(jì)企業(yè)、房產(chǎn)經(jīng)紀(jì)人及出售房屋的業(yè)主提出了一些合理的營(yíng)銷建議,以期實(shí)現(xiàn)各方利益最大化。
[Abstract]:At present, China's real estate industry is in the stage of market downturn, the government continues to strengthen macro regulation and control of the real estate market. Real estate developers are crying for a long time, but consumers are daunting, the real estate industry is facing the situation of reshuffling. Compared with developed countries, the second-hand housing market is still in the initial stage, there are some questions. Problems and deficiencies have gradually become bottlenecks that restrict their further development. At the same time, it also leads to higher perceived risk and influence on the purchase intention of second-hand housing. In order to explore the relationship between perceived risk and purchase intention, this study is based on a review of relevant literature at home and abroad and through small-scale research interviews, The relationship between perceived risk and purchase intention is constructed, and the model is verified by empirical method.
In this study, a questionnaire survey method was used to make a sample survey on some residential areas and commercial sites in Hangzhou. A total of 352 valid questionnaires were collected, and the SPSS17.0 statistical software was used to organize and analyze the questionnaire data. The following conclusions were drawn:
1. there is a strong correlation between the factors of perceived risk. The risk perceived by consumers in the process of buying second-hand housing is not independent, but interrelated.
2. the perceived risk of second-hand housing has a significant negative correlation with the purchase intention. The negative correlation between the policy environment risk, the capital risk, the contract risk and the purchase intention is higher, and the service risk, the property risk and the purchase intention are negatively correlated.
3. the consumer factors have an impact on perceived risk and purchase intention. The sex and age of the consumer have no significant impact on perceived risk and willingness to buy second-hand housing, while the consumer's family income, purchase experience and purchase motivation have a significant impact on perceived risk and purchase intention. Therefore, the purchase of second-hand housing from the perspective of perceived risk is purchased. Willingness to conduct research and analysis has important theoretical and practical value.
Based on the conclusion of this study, from the perspective of reducing the perceived risk of consumers, the author puts forward some reasonable marketing suggestions for real estate brokerage firms, real estate brokers and owners selling houses, in order to maximize the interests of all parties.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F299.23;F224

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本文編號(hào)：1918967