Perceived Risk To Purchasing Intention In Housing Market

Many Chinese people have the goal of owning a house in the city, so the housing problem has become one of the most concerned top ten problems. In recent years, the government has developed various policies to stabilize the house prices, and the effects are gradually revealed. From the theory of consumer behavior, consumer's purchasing desire is determined by profits or losses, another to say, perceived value or perceived risk. Purchasing house is a kind of purchasing behavior of high input, which decides that consumers will be more careful and pay more attention to the loss rather than gains in the market. Therefore, perceived risk has a great impact on the purchasing desire of customs. For a long time, the scholars in China rarely study the real estate market from the perspective of perceived risk, let alone to the meticulous research on segment market.Firstly, based on summarizing the previous theoretical studies of perceived risk and the classic perceived risk model, we interview some consumers and experts in Xiamen, and then come up with the perceived risk model in commercial housing market. Secondly, we set the hypotheses according to the model. After the empirical research and factor analysis, we modify the model a little and get six dimensions of consumer perceived risk of the housing market. Those are product risk, psychosocial risk, ownership risk, financial risk, time risk and policy risk. Through the correlation analysis and regression analysis, we obtain the weights of perceived risk working on purchase intention. Using variance, we know the differences between demographic variables, purchase purpose, purchase experience and information for attention influenced on the perceived risk and purchase desire. Finally, based on the analysis above, we discuss the results deeply and put forward some constructive management recommendations about Xiamen.The main findings of this study are as follows: (1) The perceived risk of consumers in commodities and residential market is composed of product risk, psychosocial risk, ownership risk, financial risk, time risk and policy risk; (2) The six dimensions of perceived risk have a negative effect on purchasing intention; (3) Different background statistical variables have different effect on perceived risk, (4) Different background statistical variables have different effect on purchasing intention.