绿色住宅支付意愿--基于大学生的实证研究
首发时间:2016-09-14
摘要:绿色住宅对建筑市场的可持续发展有着重要的影响。本文基于Howard-Sheth模式这一消费者行为理论,以天津大学在校大学生这一特殊群体为研究对象,通过回归分析的方法探讨绿色住宅支付意愿的各种影响因素。研究结果显示:外部刺激因素对支付意愿有不同程度的显著影响(其中家人建议的影响程度最大),大学生的自身因素、外部刺激中的广告、政府、价格对支付意愿没有显著影响。根据研究结论提出相关建议,希望可以为绿色住宅的推广提供一定的参考。
关键词: 消费者行为 绿色住宅 购买意愿 SPSS 影响因素
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Willingness to Pay of Green Residence: An Empirical Study Based on College Students
Abstract:The green house has an important influence on the sustainable development of construction market. The paper based on the Howard-Sheth model, chose Tianjin University undergraduates to discuss the various influence factors of willingness to pay of green residence through regression analysis. The result showed that the external stimuli have a different degrees of significant impact (family recommended had maximum influence), but the influence of college students'own factors, advertising, government, price of external stimuli is not remarkable. According to the research, the paper put forward the related improvement proposal that can promote the green residence.
Keywords: green residence consumer behavior willingness to pay SPSS influence factor
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