Research On The Adoption Of Youth Renting Intentions Under The Background Of "same Right For Rent And Sale"

With the development of China's economy and society,the housing problem has become one of the important issues of people's livelihood.Due to China's housing system,purchasing housing can not only solve the basic housing problem,but also obtain corresponding social public services and Additional financial benefits.Therefore,even if it exceeds its own economic capacity,many consumers still choose to buy a house rather than rent a house.Therefore,dealing with the imbalanced circumstance between leasing and purchasing structure is urgent to achieve the Chinese housing reform's goal of simultaneously developing both.‘The same rights of lease and purchase' is an icebreaking motivation to promote the development of the rental market.In China,the proportion of young people is quite large.The number of young people aged 15-34 accounts for 21.36% of the total population.They have a higher willingness of renting because they are more mobile and have a lower economic level,so they do not want to be constrained by purchasing.Overall,this study mainly focuses on young people's preference for rental behaviours.This article first introduces related concepts such as housing leasing,‘The same rights of lease and purchase',housing gradient consumption theory,planning behavior theory.In this study,we investigate the determinants of rental housing among the young generation in Jinan city.Theoretical model and hypotheses were proposed by extending the theory of planned behaviour and technology acceptance model.The collected data was processed and analyzed using SPSS20.0 and Amos20.0.Finally,an empirical analysis was conducted via the structural equation model validation to reveal the following conclusions.Attitude towards behaviour are the most important factors influencing renting behaviour.Mandatory policies and regulatory pressures promote renting behaviour.The government's economic incentives have a significant impact on perceptual behaviour control and indirectly affect behavioural intentions through perceptual behaviour control.Behavior intention has a significant positive impact on actual behavior,indicating that young people with the idea of renting can actively choose renting behavior.Finally,according to the conclusion of the study,put forward the corresponding management recommendations.