基于感知价值的消费者购房意愿研究

Research on consumers’ purchase intention based on perceived value

选取武汉市作为研究区域,分析消费者感知价值对其购房意愿的影响,并检验消费者家庭应对停工、失业风险的经济能力在感知价值和购房意愿之间的调节效应。研究表明:消费者感知利益和感知风险的变化程度对购房意愿有显著的影响;消费者家庭应对停工、失业风险的经济能力在感知价值和购房意愿之间有一定的调节作用。

This paper selects Wuhan City as the research area to analyze the impact of consumer perceived value on their willingness to buy a house,and to test the moderating effect of consumer families’economic ability to cope with the risks of work stoppage and unemployment between perceived value and willingness to buy a house.The results shows that the degree of change in consumer perception of benefits and risks has a significant impact on the willingness to buy a house,and the economic capacity of consumer families to cope with the risks of work stoppage and unemployment has a certain moderating effect between perceived value and willingness to buy a house.