Study On The Influencing Factors Of The Stock Of The Housing Consumer’s Willingness To Buy

With the city Chinese quickened, a large number of rural population into the city,each big city property market has reached a historical peak, but behind it is relative tothe income of the residents in terms of excessive incremental housing, low-incomefamilies can not afford housing prices, which made them turn to the housing stockmarket. The stock of housing is the main source of low-cost housing in the housingmarket. With the gradual completion of city in our country, the housing stock marketwill also become the main real estate market. But the deal in China’s housing stock isnot active, for the prosperity of the housing stock market, active in the real estatemarket research and analysis, factors affecting consumer purchase intentions clearhousing stock is particularly important.In this paper, Xi’an city as an example, influence factors from two aspects ofperceived value and perceived risk analysis of consumer housing stock purchaseintention. First of all, through the literature research, determine the theoreticalhypothesis and conceptual model of this paper; secondly, the questionnaire is designedin this paper, the pre survey questionnaire; thirdly, through SPSS19.0and AMOS7.0toanalyze the data and constructs the structure equation model analysis of consumerperception, housing stock market value, perceived risk and purchase intentionrelationship, hypothesis testing. Finally we can draw the following conclusions:A, perceived value and perceived risk on consumers’ purchase intentionsignificantly. Perceived value of perception in internal quality and perceived external quality has a significant positive impact on purchase intention, and perceived price,perceived risk and perceived risk on purchase intention to buy reverse effect.Two, three dimensions of perceived value is the main factor affecting consumerpurchase intention of the housing stock. A significant relationship between the strongerof the three factors of perceived value. Quality is the core of the houses, so housingstock of consumer, the quality of the housing stock in order to improve the perceptionof high stock of housing consumers’ purchase intention.Finally, combining the conclusions, recommendations: the establishment ofinformation platform of the housing stock; supervision and control of the housing stockprices and increase loans of financial institutions.