FACTORS INFLUENCING NON-RESIDENT GEN X CHINESE ON THEIR PURCHASE INTENTION OF REAL ESTATE IN PANZHIHUA, CHINA

Jian Fu; Soonthorn Pibulcharoensit

Authors

Jian Fu -
Soonthorn Pibulcharoensit

Keywords:

Real Estate, Purchase Intention, Gen X, Theory of Planned Behavior, Theory of Consumption Value

Abstract

The main purpose of this study is to investigate factors influencing non-resident Gen X Chinese on their purchase intention of real estate in Panzhihua, China. The variables used are functional value, conditional value, attitude, subjective norm, perceived behavioral control, environmental concern in predicting purchase intention. The conceptual framework was developed based on TPB and TCV theories. The research instruments include screening questions, demographic questions and scale items. The data were collected from 500 samples in employing quantitative research. Confirmatory factor analysis (CFA) and Structural equation modeling (SEM) were applied for data analysis. The results of the hypotheses testing verified that that the functional value and conditional value had a significant influence attitude. Furthermore, attitude, subjective norm, perceived behavioral control, environmental concern significantly influenced purchase intention. In conclusion, real estate companies and Chinese government can apply the findings into practice in order to develop product, adjust sales techniques and collaborate to frame a national policy to promote real estate market among Gen X buyers in China.

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FACTORS INFLUENCING NON-RESIDENT GEN X CHINESE ON THEIR PURCHASE INTENTION OF REAL ESTATE IN PANZHIHUA, CHINA

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