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研究目的:揭示购房者认知价值对“小产权房”购买行为的影响,测度购房者认知价值各类因子对“小产权房”购买行为的影响方向和程度。研究方法:文献资料法、问卷调查法、因子分析法、结构方程模型法。研究结论:1.“小产权房”购房者认知价值因子可分为功能服务、购买成本、持有风险、心理诉求。2.功能服务、购买成本、心理诉求对“小产权房”购买行为动机层面有正向影响,其中功能服务的影响程度最大;购买成本、功能服务对“小产权房”购买行为决策层面有正向影响,持有风险对“小产权房”购买行为决策层面有负向影响,其中购买成本的影响程度最大。
The purpose of this study is to reveal the influence of the cognition value of homebuyers on the purchase behavior of “small property room” and measure the influence direction and degree of various factors of cognition value on the purchase behavior of “small property room”. Research Methods: Documentation, Questionnaire, Factor Analysis, Structural Equation Modeling. Research conclusions: 1.The cognition value factor of “small property room” buyers can be divided into functional service, purchase cost, risk holding and psychological appeals. 2. The functional service, purchase cost and psychological appeal have a positive effect on the motivation level of the “small property room” purchase activity, of which the functional service has the most influence; the purchase cost and function service have a positive effect on the purchase behavior of “small property room” The decision-making level has a positive impact, and the holding risk has a negative impact on the decision-making level of the “small property room” purchase, in which the purchase cost has the greatest impact.