房地产项目定价与感知风险的关系研究

Relationship Between Pricing of Real Estate Projects and Perceived Risks

从房地产开发商的角度,综合考虑影响房地产价格的因素,即居民可支配收入的变化、人口结构的变化、利率的变化和物价指数的变化4个方面,运用感知风险理论,对房地产定价与感知风险测量的关系进行了实证研究,研究结果表明,感知风险与房地产定价呈负相关关系,即感知风险越高,房地产定价越低;感知风险越低,房地产定价越高。该研究结果可为房地产开发商定价策略提供一些新的思路。

The relationship between the real estate price and perceived risk measurement was empirically researched from the perspective of real estate developers. The factors that affect real estate prices,such as the changes of disposable income,population structure,interest rate and price index were discussed. Results show that perceived risk and real estate prices are negatively correlated,that is to say,the higher the perceived risk,the lower the real estate prices; vice versa. It can provide some new ideas of pricing strategy for real estate developers.