The Consumer Behavior Empirical Study In Real Estste Market

With the double properties of consumer products and investment products, housing market has followed special law of the price phenomenon. Consumer demand will increased as well as residential product prices are growing, conversely, it will lower. its reason mainly lies in the consumers' purchasing behavior largely influence by market expectations, economic operation and policy factors. Through the analysis of the consumer buying behavior, clearing significant influence factors of the customers' purchasing behavior, not only makes the enterprise get more comprehensive grasp of consumer demand, but also help enterprise to make effective marketing strategy. However, the current domestic research in consumer behavior has just started, so the study of the customers' purchasing behavior in the housing market have theoretical significance and practical value.By investigateing consumer buying demand, purchase decisions and the whole process, This paper assumed the three factors of intervention internal and external, proposed environmental which influenced the customers' purchasing behavior. The external factors that influence consumer is product characteristic.The inner factor that influence consumer is consumer attitudes.The environmental factors that influence consumer is economic ring factors. Through the specialized, this article designed=s a AIO scale which include three factors , optimized the product features, economic environment influence and consumer attitudes. Using factor analysis,It was established three factor models of product features, double factor models of economic factors and four factor model of of consumption attitude.According to the research hypotheses,through SPSS and AMOS software,we sampled and analyzed datas by principal component factor analysis and confirmatory factor analysis and multiple regression analysis to verify the research hypotheses, and get the following conclusion: First, the product features played statistically significant influence with purchasing behavior, mainly displays in the product characteristics of the functional attributes on buy class; Second, the economic factors on purchase behaviour have statistically significant influenced with purchasing behavior, main performance for economic expectations to buy class and purchase frequency , gross also have significant influence with purchase class; Third, the product features have statistical significance influence with economic factors, including functional attributes and house prices have significant influences on economic expectations, functional attributes also have significant influence with grosss; Fourth, purchase behavior attitude have statistical significance influence with purchase behavior , mainly displays in risk awareness on purchase grades of significant effect; Fifth, consumer attitude have the statistical significance influence with economic expectations , mainly displays in risk consciousness and household consumption notable effect on economic expectations. Based on the assumption of the in validation, this paper made clear summary of the direct and indirect effect on the product characteristics, economic factors and purchase behavior attitude ,and the relationship between the various influenced factors. Finally, based on research conclusion puts forward market subdivision strategies and product price strategy.