A Study On Consumers' Rent Intention Based On The Theory Of Planned Behavior

With the elevation of people's income levels,the the requirements of urban mobile population on the quality of the leased housing has been on constant rise;in addition,with decades of high-speed development,the real estate industry is having a transition from an incremental market to a stock market,and the long-term rental apartmentshave gained increasing popularity among the the national government and the real estate industry:However,the consumption related to long-term rental apartments features important significance and value to the national government,real estate developers and the urban mobile population,currently there has been very limited research results by the scholastic circle on this field.In addition,during the long-term practice,amid the designs and operation and management of the long-term rental apartments,such a variety of problems as the severe homogenization of the products,the disparities in the levels of services and the singularity of profit-making way.Based on such a background,this Paper,through the method of combining the theoretical knowledge and the empirical research,conducts research on the issue of intentions for the long-term rental apartments.Firstly,it conducts a literature review on the such theoretical achievements as theory of planned behaviors the past behavior experience and behaviors of apartment rentals and constructs the research model for this paper and puts forward a research hypothesis:secondly,based on the results of the in-depth interviews,the preliminary questionnaire surveys,revisions are conducted on the model,and the final questionnaires are designed based on the maturity scale;thirdly,through the online channels,a total of 371 valid questionnaires are released and retrieved,and statistical analysis is conducted using SPSS 17.0 so as to verify the research model and research hypothesis proposed by this PaperThis Paper derives at a total of five major conclusions:(1)all the role relations in the model are established,with only the degree of explanation of the control beliefs on the perceived behavior control being rather low;(2)behavioral beliefs can be divided into such two dimensions as the basic beliefs and the additional beliefs,and the normative beliefs and the control beliefs are the unitary dimension;(3)the basic beliefs and the additional feature significant positive effects,and among them,the effects of the additional beliefs are greater than those of the basic beliefs;(4)the behavioral attitudes,subjective norms,perceived behavior control and the leasing experience of the long-term rental apartments presented significant positive effects,and among them,the effects of the behavioral attitudes are greater than those of other variables;(5)consumers with different characteristics exhibit significant variations on the perception levels of beliefs.Finally,this Paper puts forward two marketing proposals,i.e.with the orientation on the consumer demands,conduct designs of product services and adopt different schemes of communication and promotion with pertinence to different consumer groups.