Analysis Of The Obstacles In The Extention Of Full Decoration Housing In Hangzhou And Suggestions

With the evolution of the whole society and the development of real estate market, full decoration housing has been the main trend of housing industry. However, except few big cities such as Beijing, Shanghai and Guangzhou, the extension of full decoration housing is not optimistic in China. Hangzhou, as the capital of Zhejiang Province, also faces the same problem of how to extend full decoration housing. The main purpose of this study is to ascertain the obstacles in the extension and then to present the suggestions.Based on the investigation data of the consumers and housing developers in Hangzhou housing market, the study uses Factor Analysis to identify the obstacles that hinder full decoration to further extend and uses Binary Logistic to analyze the relationship between consumers' individual characteristics and their purchase decisions. The results shows that quality risk, the third party auxiliary force, price risk, decoration preference, selection limitation, industry maturity and public opinion direction all prevent consumers from buying full decoration housing. To housing developers, quality risk, capital risk, demand risk, design & development risk, marketing risk and industry maturity are the main obstacles. Obviously quality risk is the biggest obstacle both for consumers and housing developers. In addition, the study also finds that different individual characteristics of consumers have differences in making full decoration housing purchase decisions. The results can be reference for the government, enterprises, as well as consumers when making decisions.