TPB视角下绿色住宅购买意愿研究——以南京市为例  

Research on Purchasers'Intention to Choose Green Housing Based on TPB:Taking Nanjing as an Example

作　　者：徐培 周琦[1] 许鲲 XU Pei;XU Kun;ZHOU Qi(Tongling University,Tongling Anhui 244061,China)

机构地区：[1]铜陵学院,安徽铜陵244061

出　　处：《铜陵学院学报》2021年第1期41-44,97,共5页Journal of Tongling University

基　　金：铜陵学院国家级大学生创新创业训练计划项目资助项目“基于TAM模型的绿色住宅消费行为研究”(202010383081);铜陵学院校级科研项目“铜文化产业人才的工匠精神影响因素实证研究——以铜陵市为例”(2019tlxytwh08);安徽省高校自然科学研究项目“多风险源影响下的多水源地动态风险综合评估研究”(KJ2019A0706)。

摘　　要：基于南京市十个具有绿色住宅标识项目的问卷调查数据,以TPB理论为基础,建立消费者对绿色住宅购买意向的行为模型。通过二元Logistic回归模型,对影响消费者购买绿色住宅的意愿进行实证分析,结果表明:住房属性和品质、政府鼓励优惠政策、房屋的价格、社会影响、环保态度以及运营能耗费用与绿色住宅的购买意愿有显著正相关关系。针对结果提出建议:完善绿色住宅的建设规范和评价标准,政府应采取激励政策,促进住宅产业化优化施工成本,形成消费者购买意向机制。Based on the questionnaire survey data of ten projects with green house logo in Nanjing,this paper establishes a behavior model of consumers'purchase intention of green house based on TPB theory.Through the binary logistic regression model,this paper makes an empirical analysis on the impact of consumers'willingness to buy green housing.The results show that the purchase intention of green housing has a significant positive correlation with the attributes and quality of housing,the government's preferential policies,the price of housing,social impact,environmental protection attitude and operating energy consumption cost.According to the results,some suggestions are put forward:improving the construction norms and evaluation standards of green housing;adopting incentive policies by the government;optimizing the construction cost of housing industrialization;forming the mechanism of consumers'purchase intention.

关 键 词：绿色住宅 计划行为理论 二元LOGISTIC模型 影响因素 

分 类 号：F293.353[经济管理—国民经济]