【作者】 闻晓军；

【导师】 汪波；

【作者基本信息】 天津大学 ， 企业管理， 2013， 博士

【摘要】 在绿色住宅的消费选择过程中，存在着很多的不确定性。消费者的个体因素、心理行为、绿色住宅的产品特征和环境文化因素都会对选择过程产生重要影响，本研究的目的是从消费者行为理论、PROBIT离散选择模型、行为经济学等多维视角对绿色住宅的消费选择过程进行分析研究，探讨绿色住宅消费选择的影响因素以及消费者对绿色住宅的支付行为和支付意愿。研究方法主要是通过调查问卷的形式以天津地区为例进行实证研究，具体方法和成果如下：1．借鉴中外学者关于消费者行为理论研究的成果，构建了一个绿色住宅消费选择的影响模型，对影响绿色住宅消费的环境因素和文化因素进行了分析。2．采用特征价格方程对包括中新生态城在内的天津地区六个项目绿色住宅的产品特征进行实证分析，研究发现绿色住宅的部分特征（节能与环保材料应用、太阳能热水系统、社区绿化与噪音控制、系统室内环境调节系统）对价格有重要影响，而中水系统等产品特征对消费选择行为几乎没有影响。在实证的基础上对影响绿色住宅消费的产品因素进行了分析。3．使用模糊语义量表构建一个模糊语义下的PROBIT模型（FuzzyLinguistic Probit Model），对天津地区绿色住宅的消费选择行为进行了实证分析。结果表明：通常情况下消费者不愿意为绿色住宅多付费，但是如果住宅具备节能与环保材料应用、太阳能热水系统、社区绿化与噪音控制系统、室内环境调节系统四项特征将使消费者的选择概率分别提高6.7%、7.8%、11.6%、15.6%；收入每提高一个等级消费者的选择概率将提高9.1%。4．应用TOBIT模型对绿色住宅消费选择中的支付意愿进行了实证分析。结果表明受访者对绿色住宅产品特征的支付意愿存在临界值，受访者愿意为节能与环保材料应用、太阳能热水系统、社区绿化与噪音控制系统、室内环境调节系统等四项重要特征支付的额外费用最多不超过1.7%、2.7%、5.6%和3.5%。5．以行为经济学的前景理论和跨期选择为基础对绿色住宅的消费行为进行了理论探讨和分析。这些分析基本解释了离散选择模型中得出的结论与实际情况所不同的原因。更多还原

【Abstract】 There is a lot of uncertainty in the green housing consumption choice process.The individual factors and psychological behavior of consumers, the product featuresof green residence, the environmental and cultural factors will all have importantimpact on the choice process. The aim of this study is to analyze the housing greenconsumption choice process in the multidimensional point of view by applying theConsumer Behavior Theory, Discrete Choice Model and Behavioral Economics. Italso researches on the influencing factors of the choice by green housingconsumption, additionally, the consumer purchase behavior and their willingness topay.The major research methods focus in Tianjin area via the form of questionnairesas an empirical study, the specific approaches and results are as follows:1. To review those literature by Chinese and foreign scholars with theory andconclusions of consumer behavior researches, to create an influential model of thechoice by green housing consumption, to make an analysis of the impact ofenvironmental factors and cultural factors on green housing consumption.2. To make an empirical research on the product features of green housing in the―Sino-Singapore Tianjin Eco-city‖by applying the Hedonic Price Model. It has beenfound that the part of green housing features (energy saving and environmentalprotection materials, solar water heating systems, community greening and noisecontrol system and indoor environment regulation system) has an important effect onthe price, and those product features such as reclaimed water system seems noobvious impact on consumer choice. It also analyzes those factors of green housingconsumption based on the empirical study.3. It constructed a Fuzzy Linguistic Probit Model by using the fuzzy linguisticscale. The empirical analysis on green housing consumer choice behavior in Tianjinarea has been carried out, the findings has been showed that typically consumers arenot willing to pay more for green house, but if the house within the application ofenergy saving and environmental protection material, solar water heating systems,community greening and noise control system, and indoor environment regulation system, these four features would make consumer choice probability increase to6.7%,7.8%,11.6%,15.6%, furthermore, the income raise a grade the consumer choiceprobability will increase by9.1%.4. The Tobit model is applied to make the empirical analysis on green housingconsumer choice of willingness to pay, the results has been showed that these greenfeatures would make consumer of willingness to pay less than1.7%,2.7%,5.6%,3.5%.5. It also based on the prospect theory and intertemporal choice in the behavioraleconomics to discuss and analyze the green housing consumption behavior. Theseanalyses explained the reason of the conclusion made by Discrete Choice Model(DCM) is different from our actual imagination.更多还原