A Study On The Purchase Behavior Of"Restricted Property House"

Recently, the prices of the urban commercial house are rising rapidly, in this Condition, the housing demand of urban residents cannot be achieved, thus, they try to meet the demand in "urban village" and "suburban village", at the same time, the faulty management of rural collective lands provide institution space for the construction and supply of house to the Rural collective. A large number of "restricted property houses" are developed on rural collective lands, which purchased by non-native people. Although these houses are inconsistent with the current land management laws and regulations, the construction and the trade-off of "restricted property houses" are very common. This phenomenon has caused widespread concern, the government are begin to solve it. Scholars have already done many research on "restricted property houses", from the macro-qualitative and legal-speculative perspective, however we can seldom find production on it from the behavior of purchase. Based on this, the author chooses the micro perspective, uses quantitative method to analyze "restricted property house" and the behavior of purchase. These researches are of great importance in cognizing and solving the "restricted property houses"Based on the study of domestic and foreign research, by combining behavioral economic theory, behavioral decision theory and housing demand theory, we put forward a series of research assumptions of the purchase behavior of "restricted property house", and made questionnaire about relevant situation and purchase behavior of "restricted property house" which designed scientifically and improved gradually. Through interviews, field study, questionnaire etc, we collected the basis data. On this basis, we begin to analyze and verify the series of research assumptions of the purchase behavior of "restricted property house" by the exploratory factor analysis, the confirmatory factor analysis, the structural equation modeling analysis gradually and so on, gradually proposed relevant suggestions to solve the problem of purchase issues of "restricted property house". The research presents the following conclusions:(1) The motivation of "restricted property house" purchase:the motivation of "restricted property house" purchase behavior can be classified into five elements:"money value orientation", "pleasant environment enjoy", "job and living needs", "cognition interest realization", "essential housing improvement"; the purchase motivation of the "restricted property house" is usually make up of at least two elements; "money value orientation" and "essential housing improvement" impose most on the motivation of purchase behavior. The comprehensive condition of buildings and circulation of "restricted property house" has put notable positive effect on the motivation of purchase behavior produce.(2) The information search of "restricted property house" purchase:the approaches to search "restricted property house" purchase information can be classified into four elements:"interpersonal communication", "regional advertising", "brokerage sales" "media information report"; purchase information search of "restricted property house" is usually make up of at least two elements; "interpersonal communication" impose most on the purchase information search. The comprehensive condition of buildings and circulation of "restricted property house" has put notable positive effect on the purchase information search of "restricted property house"(3) The value cognition of "restricted property house" purchase:the value cognition of "restricted property house" purchase can be classified into four elements:"purchase cost effective", "mentality of herd demonstration", "property environment recognition", "the expectation of demolition disputes"; the purchase value cognition of "restricted property house" is usually make up of at least two elements; "purchase cost effective" impose most on the purchase value cognition of "restricted property house", followed by "mentality of herd demonstration". The comprehensive condition of buildings and circulation of "restricted property house" has put notable positive effect on the purchase value cognition of "restricted property house"(4) The risk aversion of "restricted property house" purchase:the risk aversion of "restricted property house" purchase can be classified into three elements:"prevention of contract", "interpersonal security", "collective notarial certification"; The risk aversion of "restricted property house" purchase is usually make up of at least two elements; "prevention of contract", "interpersonal security" and "collective notarial certification", all factors impose great on the risk aversion of "restricted property house" purchase. These degrees decrease in sequently. The comprehensive condition buildings and circulation of "restricted property house" has put notable positive effect on the risk aversion of "restricted property house" purchase.(5) The whole behavior of "restricted property house" purchase:the whole behavior of "restricted property house" purchase can be classified into five elements which showing recurrence relation:the motivation of "restricted property house" purchase behavior, the information search of "restricted property house" purchase, the value cognition of "restricted property house" purchase, the risk aversion of "restricted property house" purchase, the risk decision of "restricted property house" purchase. The motivation of purchase behavior has put notable positive effect on the information search, the value cognition and the risk decision of purchase; the information search has put notable positive effect on the value cognition, the purchase risk aversion and the purchase risk decision of purchase; the purchase value cognition has put notable positive effect on the purchase risk decision; the purchase risk aversion has produced notable positive effect on the purchase risk decision.