古城西安住宅消费市场满意度重要性与差异性分析

本文以古城西安为例,在第一手调查资料的基础上,构建了住宅市场消费满意评价模型,采用消费者指标选择累积统计的方法,构建了重要性与满意差异模型,进行了重要性与满意差异分析。研究结果显示:评价项目中,住房价格与中观小区空间因素满意评价较低;满意且重要区域主要集中于宏观区域因素;重要不满意区域,价格因素主导突出。

THE ANALYSIS OF IMPORTANCE AND DIFFERENCES OF HOUSING CONSUMPTION SATISFACTION IN XI'AN

The housing reform of 1980s in China has created much more demand in real estate than ever before. With the development of the real estate market and the improvement of housing standard, there appears to be many problems emerging from the location, building plan and building quality. Meanwhile, the competition in housing market becomes fiercer and fiercer, so the real estate companies pay more attention to satisfy the real estate consumers. The housing consumption satisfaction is influenced by the city plan of the government and evaluated by the government. Currently, the real estate market has stepped into a new stage at which housing consumption satisfaction is determined by the macroscopic location, community building plan and the quality of the building, therefore, providing a case study of Xi'an, this paper aims to build up a evaluation model of housing consumption satisfaction. Also, through the method of accumulated statistics, the authors establish the importance satisfaction model to analyze the importance and difference in housing consumption satisfaction. The authors analyze the housing consumption satisfaction from three aspects which are (1) the location of the community including transportation, convenience, environment, price, security; (2) the environment of the community including the architecture style, the green, well-being facility, parking lots, management and services; and (3) the private space including the living space, the quality of the building, the height of the building, level and following maintenance. The attributes of sample population in this survey is reasonable, and the survey data present a normal distribution. The result shows that, (1) the location of the community satisfies the real estate consumers; (2) the environment of the community cannot satisfy the requirement of the consumers, so it should be improved urgently in order to stimulate housing consumption; (3) for the private space, the following maintenance is not be satisfied. This research, from consumers' point of view, analyzes the evaluation indicators scientifically with the method of accumulated percentage, so it could reflect the importance of different indicators accurately. Also, the analysis on the importance and satisfaction difference of the evaluation results can reflect the priorities of different indicators which can provide strategic reference for the improvement of the Xi'an real estate market.