中国住房一级市场买方搜寻行为的影响因素

Factors influencing buyer search behavior in China's new housing market

为了研究住房一级市场买方搜寻行为的特点,该文采用北京市消费者购房行为的调研数据,运用Heckman两阶段法分析了搜寻持时和搜寻频率的主要影响因素,并探讨了网络信息渠道对买方搜寻的作用。结果表明:年龄对于搜寻频率的影响呈现出U形特征,40岁左右买方的搜寻频率最低,而家庭人数较少的买方搜寻频率相对较高;租房者、男性购房者和家庭人数较少者的搜寻持时较短;网络信息渠道对买方搜寻行为有显著作用,一方面能降低买方的搜寻频率,另一方面会增加搜寻持时。为了改善网络对买方搜寻的作用,建议规范房源信息的在线发布机制,建立统一的住房信息平台,同时加强对房地产类网站的监管及对虚假信息的处罚力度。

The characteristics of the buyer search behavior in the new housing market were analyzed using survey data on consumer house-buying behavior in Beijing. The Heckman two-stage method was used to analyze the main factors influencing the search duration and search frequency and the effect that Internet information has on the buyer search. The results show that the impact of age on the search frequency is characterized by a U-shaped curve, with 40 years old having the lowest search frequency, and the households with fewer members have higher search frequency. Renters, males and households with fewer members have shorter search duration. Internet information has a significant effect on the buyer search behavior by reducing the buyers＇ search frequency but prolonging the search duration. The effect of the Internet on the buyer search can be improved by regulating the online release of housing information, establishing a consolidated housing information platform,strengthening supervision of real estate websites and punishing the release of false information.