消费者绿色住宅购买行为影响因素实证研究

Empirical study on influencing factors of consumers′ green house purchase behavior

为研究绿色住宅信息、产品属性对消费者绿色住宅购买行为的影响,本文在对传统模型剖析的基础上,以绿色住宅信息、产品属性和消费者购买行为为要素构建了绿色住宅消费理论模型,提出假设并对三者之间的关系进行实证检验和回归分析,发现所有回归方程的F值均达到P<0.001的极显著水平,各模型方程Adj-R2数值均符合拟合曲线,方程具有强解释力,验证了假设.得出结论:绿色住宅信息对绿色住宅产品属性有正向影响作用,且绿色住宅信息、产品属性均对消费者购买行为有直接的正向影响作用.并由上述结论提出相关对策建议,以促进更多消费者关注绿色住宅,推动绿色住宅市场的发展.

In order to study the effect of green house information and product attributes on consumer green house purchase behavior, this study builds on the analysis of traditional model and takes green house information, green house product attributes and consumers＇ green housing purchases as the main factors. The green residential consumption theory model, and the relationship hetween the three empirical tests and regression analysis, found that all the regression equation F value reached P〈0. 001 of the extremely significant level of each model equation Adj-R^2 value all fit the curve, the equation has strong explanatory power. It is concluded that green residential information has a positive effect on the attributes of green residential products, and both green residential information and green residential product attributes have a direct positive impact on green housing purchase behavior. Based on the above conclusions, relevant countermeasures and suggestions are put forward to promote more consumers＇ attention to green housing and promote the continuous development of green housingmarket.