Research On The Impact Of Consumers’Perceived Risk On The Purchase Intention Of Second-Hand Housing

At present, China’s real estate industry is in a market downturn phase, and our government continues to strengthen macro-control of the real estate market, real estate developers are suffering a great deal, but consumers just to shrink back at the sight, therefore, the real estate industry is facing re-shuffling. Compared with developed countries, China’s second-hand housing market is still in the initial stage, which reveals some problems and shortcomings, and gradually become a bottle neck which restrict the further development. At the same time, this also had led to a higher perceived risk for consumers to purchase second-hand housing, and affected their willingness to buy. To explore the relationship between perceived risk and purchase intention, the study is based on a review of relevant literature and a small-scale research interviews, and build the model of the relationship between perceived risk and purchase intention, then using empirical methods to verify the model.This research have collected a total of352valid questionnaires which surveyed by the example of Hangzhou. Using SPSS17.0statistical software to dataed and analyzed the questionnaire data, we can make following conclusions:First, there are strong correlations among the factors of perceived risk, and consumers perceived risks are not exist independently but interrelated in the phase of purchasing second-hand housing.Second, there are significant negative correlations between consumers’perceived risks and willingness to buy second-hand housing. Among the factors of perceived risk, policy environmental risk, capital risk, contract risk have a higher negative correlation with purchase intention, while service risk and Equity risk possess a lower one.Third, consumer factors impact on perceived risk and purchase intention, the consumer’s gender and age have no significant effect on perceived risk and purchase intention, but consumer’s annual household income, purchase experience and purchase motivation have significant effect on perceived risk and purchase intention. Therefore, there is important theoretical and practical value to research and analyze purchase intention of second-hand housing from the point of view of the perceived risk.Based on the conclusions of this study, in order to maximize the interests of all parties, author put forward some reasonable marketing proposals to the real estate brokerage companies, real estate brokers and house owners from the point of view of reducing consumers’ perceived risk.