基于前景理论视角的房地产定价感知风险分析

Analysis of Real Estate Pricing Perceived Risk Based on Prospect Theory

房地产定价过程中的风险来源有很多,作为一种风险决策行为,主要的决策依据就是感知风险。因此尝试从前景理论视角分析房地产定价过程中的感知风险,希望为房地产开发商制定价格策略提供帮助。首先划分了房地产定价过程中的感知风险维度,然后根据前景理论构建了单一维度的感知风险函数,最后确定了房地产项目定价过程中的总体感知风险值,并进行了分析。

There are many sources of real estate pricing risk.The perceived risk is the main basis of risk decision-making behavior.The perceived risk in the real estate pricing process was analyzed from the perspective of prospect theory, hoping to provide help to real estate developers to make pricing strategies.The dimensions of perceived risk in the real estate projects pri-cing process were divided at first;then a function of single dimension perceived risk was built; and finally the overall value of perceived risk in real estate pricing process was figured out and analyzed.