基于感知价值的绿色住宅购买意愿影响因素研究

Study on the Influence Factors of Purchasing Intention of Green House Based on Perceived Value

本文以影响绿色住宅购买意愿的因素为研究对象,通过多元回归分析等方法,通过325份调查问卷,分别从功能价值、社会价值、情感价值和认知价值四个方面对其进行分析,同时检验环境意识作为调节变量,在四种价值感知和购买意向之间的调节效应。结果表明:感知价值的四个维度皆为正向预测顾客的购买意向,且功能价值影响程度最大;环保意识对知觉感知价值和购买意向有正面的调节效应。通过对影响因素进行分析与建议,旨在为绿色住宅的发展提供参考。

This paper takes the factors affecting the purchase intention of green houses as the research object,and analyzes them through 325 questionnaires by multiple regression analysis and other methods,respectively from the four dimensions of functional,social,emotional and perceived values,and at the same time examines the moderating effect of environmental awareness as a moderating variable between the four values of perceived value and purchase intention.The results show that all four dimensions of perceived value positively predict customers'purchase intention,and functional value has the greatest influence;environmental awareness has a positive moderating effect on perceived value and purchase intention.By analyzing and suggesting the influencing factors,we aim to provide a reference for the development of green houses.