Study On The Influencing Factors Of Green Dwelling Purchase Intention Based On Information Transmission Perspective

In order to promote the implementation of the “13th Five-Year Plan” ecological environmental protection plan,optimize the living standards of residents and maximize social benefits,the Chinese government is committed to developing the green residential market.However,at this stage,the green residential market is in a “push and not move” situation.The reason is that consumers are less willing to buy.According to the basic theory of consumer purchasing behavior,external information is a strong influencing factor affecting consumers' willingness to purchase,and the failure of information to affect consumers' purchasing intention is an important reason for their low willingness.Through in-depth analysis of the phenomenon,it is found that the "dislocation phenomenon" of the information transmission and reception sides and the information asymmetry phenomenon are the reasons why the information can not play its role,and thus the following problems need to be solved urgently:1)What type of information do consumers concern?2)What is the impact of each type of information on consumers' willingness to purchase?3)Is there any information transmission path that is recognized by consumers?In view of the above problems,this paper first uses the classical models such as "purchasing behavior theory","perceived value theory" and "social learning theory" to establish the logical framework of "green residential information-psychological variables-purchase willingness".Secondly,this paper designs questionnaires and the scale was surveyed in Xi'an.Finally,this study uses the structural equation model to examine the model,classify the external information types that really affect the willingness of consumers to purchase green houses,find out the mechanism of their willingness to purchase,at the same time,this study uses hierarchical regression analysis to observe the most reliable way for consumers to communicate with each type of information,and try to find a way to make information truly affect consumers' willingness to purchase.The results show that:(1)Value perception and ecological responsibility values can influence purchase intention,and value perception has higher utility;(2)Functional attributes,emotional attributes,green attributes and cognitive attributes are concerned by consumers,and affect their purchasing will by affecting their psychological variables.In addition,green attributes have the greatest impact;(3)Consumers recognize the government's transmission of green attributes and cognitive attributes,recognize the transfer of functional attributes and green attributes by third-party certification bodies,and recognize the transmission of functional and emotional attributes by green residential households.The research results can provide a reference for the promotion of the green dwelling market.