Research On Influencing Factors Of Consumers' Purchasing Or Renting Houses Selection

With the rapid development of economics,the real estate industry has become the pillar industry of our national economics.Because of the usage and finance attributes,house prices have risen sharply in recent years than expected.Some house prices in first-tier and second-tier cities are extremely high.In this context,local governments have issued some policies step by step,such as purchasing restriction policy,real estate tax policy and so on,to restrict real estate speculation.Meanwhile,the policies,such as "simultaneous renting and selling" and "equal right of renting and selling",are gradually implemented in various regions.In result,more people can solve housing problems by renting houses,which can improve housing efficiency.However,the fact shows that people seem to be more willing to buy a house to solve the housing problem.The reasons are various,such as preference of land rights,education of children and so on.Therefore,this study attempts to find out the influencing factors of consumers' purchasing or renting house selection,and analyze the degree of each influence,for advising for the governments and guiding consumers' healthy consumption concept,which is conducive to the stable development of the real estate market.Firstly,the study presents related concepts of the real estate market and related housing consumption behaviors.Then it reviews related literatures about consumers' purchasing or renting house selection and analyzes the influencing factors.Secondly,the study is based on technology accepted model and theory of planned behavior.Perceived usefulness,perceived usability,behavioral attitude,subjecitve norm,perceived behavioral control,psychological factors and purchasing intention make up the theoretical model and index system.And the related hypotheses are proposed,too.Thirdly,I design the questionnaire and collcet the data,then I make the reliability and validity test of the questionnaire data by SPSS20.0.The structural equation model software,AMOS20.0,is adopted to make confirmatory factor analysis,structural model analysis.And I refine the model through test indicators.As a result,I find out that behavioral attitude has most significantly positive effects on purchasing intention,then psychological factors,subjecitve norms are in turn.Finally,the study p uts forward corresponding suggestions based on the research conclusions.