Influences on the buying behavior of purchasing commercial housing in Nanning City of Guangxi Province, China

Abstract

The aim of the research is to examine consumers’ commercial housing buying behavior from the perspective of the consumers. There are four main purposes of this study. Firstly, to study the external influences namely culture, government policies, marketing activities, and reference groups on consumer behavior on purchasing commercial houses. Secondly, to study how internal influences such as perception, attitudes, learning behavior, motivation, and emotions impact on home buying behaviors. Thirdly, to study how self-concept and lifestyle influence commercial house buyers. Finally, to understand the decision making process of buyers of commercial houses. A survey on consumer commercial house buying behavior has been conducted in GuangXi, China. The data are analyzed using multiple regression analysis and the results are in accordance to the expectation of the researcher. All the variables, namely culture, government, marketing activities, reference groups, perception, attitudes, learning, motivation, emotion, self-concept, and lifestyle are simultaneously significant to the dependent variable which is the consumer houses buying behavior. However, with an R square value of 0.359, 35.9% of the variation in consumer houses-buying behavior can be explained by all the eleven variables.