A Study On The Influence Of Purchasing Psychology On The Willingness To Purchase

"China’s high prices, has destroyed the young love, but also destroyed the dreams of young people," a few years ago, the Spanish "World News" had a report says. When graduates leave the campus at that moment they are no longer young, their lives should matter up at once, most of them in the "China Dream" is actually "a dream to buy a house," they no longer recite poetry, not to travel, just because China The high prices. In China, due to the influence of cultural traditions, economic structure and other factors, the real estate industry is not only affecting the national economy and pillar industries, but also the livelihood of the industry to maintain social stability. For this reason, many scholars and experts have to be incorporated into the research field, the final findings: its psychological impact of great expectations. However, most studies only qualitative descriptions, lack of empirical research. In this study, based on previous studies, empirical analysis, preparation of the corresponding questionnaire in order to give the healthy development of China’s real estate industry to provide a trace of ideas.The study is divided into three parts: The first part is the preparation of "short-term buyers psychological expectations" questionnaire and the "long-term buyers psychological expectations" questionnaire; the second part is expected to purchase short-term psychological and mental buyers and long-term analysis of the expected difference between the two for home buyers affect willingness; third part is expected to purchase short-term psychological, mental status quo purchase long-term expectations and willingness to purchase analysis.The results show that: the purchase of short-term psychological level is expected to be living by the buyers psychological expectations of short-term personal and family income, the purchase of short-term psychological expectations of government policy, the purchase of short-term macroeconomic situation of psychological expectations and buyers expect short-term psychological emergency preparedness posed these four dimensions; the purchase of long-term psychological expected by buyers psychological level of personal income and long-term expectations of family life, the purchase of long-term psychological expectations of government policy, the purchase of long-term price trend is expected to psychology, psychology of buyers purchase the macroeconomic situation and long-term expectations of long-term psychological emergency preparedness expect this consisting of five dimensions; the purchase of short-term psychological and buyers psychological expectations of long-term expectations have significant differences; and the purchase is expected to purchase short-term psychological psychological long-term expectations are for the purchase will affect; Finally, demographic analysis, the different demographic variables on psychological buyers Short-term expectations and long-term expectations of buyers psychological impact, while the buyers will not have a significant impact.