消费者购房消费动机及差异研究——以合肥市为例

Research on Consumption Motivation and Differences of House-purchasing——Based on Hefei City

本研究采用自编的《消费者购房消费动机问卷》在合肥市进行了调查。通过独立样本t检验等统计方法探讨了性别、婚姻状况、年龄、家庭收入、文化程度、居住现状及购房次数对消费者购房消费动机的影响。其中男性、单身和30岁以下的消费者更注重住房的社会象征意义,表现较高的从众倾向,已婚、30岁以上、具有合肥市户口的消费者则更加关注学区房因素;学历较高和收入高的消费者都更为关注经济因素、住房的象征意义,表现较高的从众倾向;有房者更注重经济因素和学区房因素,发生更少的从众行为。

This research adopts the self-designed ＂consumption motivation on house-purchasing questionnaire＂ in Hefei. By means of statistical methods, such as nonparametric test, independent test, we focus on the factors that drive house-purchasers. The factors are sex, marriage status, age, income, education, live status, and the times of purchase. Male,single and under 30s consumers attach more importance to symbolic effect and high conformity; married and above 30s concern more on their demand for school district houses. Highly educated and high-income earners concern more on economical factor and their houses symbolic effect, also with high conformity. Those who have more than one house attach more importance to economical factors and their demand for the school district houses, with little conformity.