An Empirical Study On The Impact Of Green House’s Full Life-cycle Value Display On Consumers’ Purchase Intention

Although the green housing market has developed to a certain extent with the continuous and strong support of our country,its current development status is far from the pursuit of good life of the majority of consumers,and it is also unable to implement the requirements of energy conservation and emission reduction and high-quality sustainable development.After a large number of literature review,the research findings are as follows: at present,people’s research on the green housing consumption market focuses on the relationship among consumers,developers and the government.In addition,most of them are macro analysis of internal and external factors,and the micro level impact on consumer demand and willingness is relatively rare.Based on this,this paper,from the perspective of green housing full life cycle management,combined with the current development trend of information technology,explores the use of the latest multimedia technology with developers or governments as the main body,using a variety of vivid and simple ways to effectively display the value of green housing full life cycle.In this paper,the public can perceive the value of green housing and how it will affect the purchase intention of consumers.The research results can provide theoretical basis and practical suggestions for the future supply side reform of green housing market.Based on a large number of literature research and the theory of the full life cycle,this paper classifies the green housing projects into following three stages: design stage,construction stage and operation stage.After literature research and interviews with relevant experts,several observation variables in different stages are determined,and a questionnaire is set up by using Likert scale.After the above preparations,the following assumptions are proposed: the first is that the value display of green housing planning and design stage has a direct impact on the purchase intention of green housing.Second,the value display of green housing development and construction stage has a direct impact on the purchase intention of green housing.The third is that the value display of green housing in the delivery and operation stage has a direct impact on the purchase intention of green housing.After that,this paper obtains the basic data through the way of questionnaire survey,and tests the above hypothesis through descriptive statistical analysis and structural equation model verification of the data.The results are as follows: in addition to the development and construction stage of value display on the purchase intention is not significant,the rest of the stage of value display on the purchase intention of green housing has a more significant impact.Therefore,the research conclusion that the full life cycle value display of green housing has a significant impact on consumers’ purchase intention can be drawn.Based on the above research conclusion,on the basis of effective management of the full life cycle of green housing,this paper suggests that green housing project developers should conduct perception guidance and value display to target customer groups and potential consumers in stages and multi-channel to enhance purchase intention,expand market demand,eliminate investment concerns of development subjects,and enhance consumers’ sense of access.