Study On The Influencing Factors Of Purchasing Behavior Intention Of Commodity Housing Based On Different Motivations

In recent years, the housing price had been showing continue rising trend in most large and middle cities of our country. Meanwhile, in these cities, there was a surprising phenomenon:a tot of the real estate were dark at night, or only few lights on. This is against with the reality that there are not enough houses supplied for residents.Why did it exist? On the basis of literature reading, the study divided the consumer buying a house into three categories:the marriage relocation type, the improve housing type and the investment type.Meanwhile,analysing the influence factors of the intention of purchasing commodity residential house,this paper selected product factor and interpersonal factor as the breakthrough point to constructing structural equation model of this study. By empirical research,we got the following conclusions:(1) In Guangzhou, investors had accounted for one third of the whole market, and the marriage relocation type had accounted for 21%.(2) Different consumer emphasizes different influence factors of the intention of purchasing commodity residential house:comparing with the marriage relocation type and the investment type, the improve housing type attachses more importance to quality, transportation, facilities, enterprise reputation; comparing with the marriage relocation type and the improve housing type,the investment type attachses more importance to price and appreciation potential; the marriage relocation type attachses more importance to interpersonal influence factors.(3)The buyer for the relocation is more concerned about the traffic and commercial facilities.The buyer for investing lays more importance to the revaluation potential;(4) The requirement of the marriage relocation type belongs to rigid demand, not emphasizing the appreciation in the future.(5) The purchasing behavior of the investment type is guided by interests, not much value the developer's business reputation and the opinion of their relatives and friends.(6)The improve housing type belongs to deliberate type consumers, they will comprehensivly consider all the factors when buying a house.