Research On Causual Factors Influencing Purchasers' Intention To Choose Prefabricated Homes And Countermeasures Based On TPB

Prefabricated homes are produced by assembling prefabricated components,and is a kind of housing products that is different from traditional homes.Prefabrication has been being promoted because of its charactoristics which is consistent with the transformation and improvement of China's construction industry and economy,yet market demand is less focused by the studies.This thesis focuses on consumers,who are one of the main market players.On the basis of theoretical work,conceptual models of consumers' intention to choose prefabricated homes are developed.Data are collected to confirm the hypotheses,and therefore the mechanism for consumers' purchase intention is determined,which fills the research gap and makes improvement in methodology.Based on the empirical research results,severval measures are promoted concerning the concumer market,which are practical.This thesis conducts a literature review from the perspective of forming mechanism and influencial factors.The theory of planned behavior(TPB)is chosen as the basic model of this research.The main concerns of home-buyers and prefabricated homes' factors which can be perceived by the purchasers are concluded,which is the basis of choosing items and additional variables.In the context of prefabricated homes,hypotheses are formulated.Consumer knolewledge and moral norm are introduced as additional variables,and three conceptual models are produced.Items for structural equation model are designed as well as the formal questionnaire.474 full and valid samples are achieved among all 555 questionnaires distributed.Data preparation is performed by fuzzy set theory,with the application of triangle membership function,fuzzy operation and defuzzification.An example is provided regarding data processing in this section.Structural equation model is applied.The results show that the fitnesses are good for all 3 models,and TPB is applicable to explain purchase intention.Attitude is the most influential among all variables.Attitude is mainly affected by consumers' beliefs in homes' qualities.The final chosen extended TPB model increases the explained variance by 0.8% comparing to the model without additional variables.Moral norm directly influences intention,while consumer knowledge indirectly influences intention by its impacts on beliefs and moral norm.One-way ANOVA and T test methods are applied in the reaserch of the relation between demographic charactoristic and TPB variables,and 5 results are generated.On the basis of the formation of purchase intention and empirical research,from the perspective of government and developers,the existing measures concerning concumers are summarized.Countermeasures,such as to take improving quality as the first priority and to take incentivizing policies as a supplement,are proposed using the experience of other countries and other industries for reference.