购房者认知价值对“小产权房”购买行为的影响——以武汉市为例

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 Influence of Buyersw Perceived Value on Purchase Behavior of ＂Restricted Property House＂ based on Wuhan for example

The paper aims to reveaI the influence of buyers＇ perceived value for their ＂restricted property house＂ purchase behavior, and measure the influence of various factors of buyers＇ perceived value on the direction and extent of purchase behavior. Methods employed include documentation ,ques- tionnaire, factor anlytic method, structural equation modeling method . The research presents the fol- lowing conclusions： ＂restricted property house＂ buyers＇ perceived value factors can be divided into functional services, purchase cost, holding risk, psychological demands;There＇re positive effects from functional services, purchasing cost, psychological demands for ＂restricted property house＂ purchase behavior on motivation level, of which functional services influences most ;There＇re positive effects from purchase cost, functional services, while negative effects from holding risk for ＂restricted property house＂ purchase behavior on decision-making level, of which purchasing cost influences most.