绿色建筑交易中消费者感知风险与购买意愿

消费者感知风险与购买意愿研究对绿色建筑市场发展具有重要影响。本文通过文献综述及专家访谈的方式提出研究假设。在通过问卷调查收集到的数据资料基础上运用SPSS 软件进行数据分析,发现绿色建筑交易中消费者感知风险存在四个维度、各维度感知风险对总风险有不同程度的正向影响(心理风险的影响程度最大)、对购买意愿有不同程度的负向影响(心理风险的影响程度最大)。研究结论可以为绿色建筑市场发展提供一定的参考。

The research on consumer perceived risk and purchase intentions has an important impact on the green building market. This paper puts forward the research hypotheses by means of literature review. Then SPSS software is used to make the data analysis on the basis of the questionnaire survey collected data. The results show that consumer perceived risk exists in four dimensions; the perceived risk of all dimensions has different degrees of negative influences on the total risk and different degrees of negative influences on the purchase intention （the influence of psychological risk degree is the largest）. Re- search conclusions can provide a certain reference for the development of the green building market.