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Empirical Study on the Impact of Consumers' Perceived Risk on the Purchase Intention in the Housing Market —— Taking Beihai City as an Example

Guoyan Liang


With the continuous progress of our society and the rapid development of economy, people's demand for commercial housing has been maintained at a high level for a long time. This paper mainly studies the perceived risk of ordinary residential products in the real estate market, draws on the classic consumer perceived risk model, and obtains the consumer perceived risk model in the commercial housing market after conducting field interviews and consulting experts in Beihai city. Finally, on the basis of summarizing the analysis results, the results are discussed in depth and constructive management suggestions are put forward for the actual situation of Beihai city.


Commercial Housing; Perceived Risk; Willingness to Buy Houses

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DOI: http://dx.doi.org/10.18686/fm.v8i2.6782