The Study On The External Staff Housing Selection Of Taizhou, Zhejiang Province

In Western developed countries, the housing market is already very mature, and the research results in microscopic areas of housing options is also very rich.With the deeply reform of urban housing system, China’s real estate market has also experienced rapid develop, the housing consumption of households caused academic community concern, but due to a late start of China’s real estate market, the existing research is limited and the data is relatively old, it is difficult to truly reflect the housing consumption of Chinese residents, and mostly belonging to the macroscopic description of analysis or quantitative analysis, empirical research is less, and research on the study of small groups is limited, this end, study on the urban external staff housing selection behavior at the micro areas, rich housing choice theory, to find a new cut points for theoretical advances in our housing selection, make up for the lack of research in the microscopic field of housing selection for special groups.In addition, with the accelerated process of urbanization in China, more and more external staff swarm into the city, the primary problem must to solve is the housing problem when they enter the city, their demand for housing are increasingly strong, but because of lack of in-depth research on households housing consumption behavior, real estate developers with a lot of blind grasp of the market, leading to a serious imbalance of supply and demand in the market, the total supply shortages and excess often exit, however, the developer still did not pay sufficient attention to the consumer demand of external staff, for that reason, study on the housing selection behavior and their willingness to buy, to examine its impact factor, on the one hand, provide theoretical support and scientific reference for the government to develop housing policies, but also for real estate developers provide an analysis of ideas for product positioning and customer orientation, to explore market opportunities, so-depth understanding of influencing factors of the impact of external staff housing selection and housing purchase willingness, targeted development and design of housing, open up external staff housing consumer market. Visible, study on the urban external staff housing selection and purchase willingness with the theoretical value and practical significancer.In order to inspect the housing selection and purchase willingness characteristics and influencing factors of external staff, this paper on the basis of previous scholars, build the housing hire-purchase selection theory model and the housing purchase willingness theoretical model composite family characteristics factors, factors of housing characteristics and factors of institutional characteristics.In housing hire-purchase selection model, the factors of family characteristics include:age, education, marital status, work experience and income, housing characteristics include:the total housing price, area, from the place of work, distance to the city center, the surrounding environment and facilities, institutional characteristics of factors including:the nature of the work unit, whether to enjoy housing subsidies and settled willingness; in housing purchase willingness model, household characteristics include:ability to pay, the family life cycle, residential stability, investment intentions, and housing characteristics factors include:the current housing characteristics, housing mismatch, institutional characteristics factor is the household registration restrictions, the final of these factors were characterized by the following variables:the first payment, mortgage loans, the population in the city, residence, migration intention, the intention of the sale-rent, whether the unit housing, satisfaction of existing housing, the limit of children’s education, the limit of job opportunities, and social security restrictions.External staff of the urban area of Taizhou is the main object of this paper, combining on the spot surveys and web-based survey to obtain data, also investigate the local staff when survey the external staff, and put them as the comparison sample, compared with the external staff in the research and analysis; survey of 732 questionnaires were collected, of which 662 valid questionnaires, questionnaires efficiency is 90.43%,300 copies of each of the sample of the final sample of local staff and external staff sample through stratified sampling.Using the SPSS 17.0, take the external staff samples for the descriptive statistical analysis, independent samples T-test and one-way ANOVA analysis, focusing on the use of regression analysis by the logit binary regression and multiple ordinal regression model separately on external staff housing hire-purchase selection and housing purchase willingness, and take the corresponding regression results compared with the local staff sample, the main analysis conclusions are summarized as follows:Fiest, the variable degree, the distance from the place of work, the surrounding environment and facilities, access to housing subsidies, settled in the willingness, work experience, income, and area has a significant effect on external staff housing hire-purchase; higher education, to enjoy housing subsidies, the longer work experience, the higher income, the stronger settled willingness, the larger area, for the more important on the distance from the workplace and the surrounding environment and facilities that external staff prefer to buy their own homes.Second, the first payment, the population in the city, the existing housing satisfaction, children’s education restrictions, sale-rent intention of residence and migration intention has an impact factor on the external staff of the hoursing purchase willingness; the higher first payment, the more population in the city, the lower satisfaction level of existing housing, the stronger intention to sale rent, the longer residence, the weaker migration intention and the greater limit their children receive education that the stronger external staff housing purchase intention.Third, the differences in group characteristics, the external staff select rental housing as housing consumption, compared with the local staff, the homeownership rate is significantly lower, and housing purchase willingness is higher than local staff; the different influenc factors on hire purchase selecte behavior between the two-sample are age, marital status, work experience, the total price of rent, the distance to the workplace, the distance to the city center, the surrounding environment and facilities, as well as work units; mortgage loans, family status, the population in the city and migration intention are the significant different factors affect the housing purchase willingness between the local and external staff samples.Finally, this paper proposal real estate development enterprises distinguish between different housing market segments of the external staff of urban and the city local staff, using a different marketing strategy, to strengthen the construction of rental housing market, and attach great importance to external staff of potential housing perchase need, to promote it convert into the effective reality need.