热带地理 ›› 2021, Vol. 41 ›› Issue (3): 562-572.doi: 10.13284/j.cnki.rddl.003347

• 区域地理 • 上一篇    下一篇

广州长租公寓租赁意向的影响机制——基于计划行为理论的扎根研究

杨高1(), 刘柳颖1, 周春山2()   

  1. 1.广东财经大学 文化旅游与地理学院,广州 510320
    2.中山大学 地理科学与规划学院,广州 510275
  • 收稿日期:2020-05-21 修回日期:2020-12-13 出版日期:2021-06-30 发布日期:2021-06-24
  • 通讯作者: 周春山 E-mail:yanggao2@163.com;zhoucs@ mail.sysu.edu.cn
  • 作者简介:杨高(1984—),男,四川达州人,博士,副教授,主要研究方向为城市地理和人口地理,(E-mail) yanggao2@163.com
  • 基金资助:
    国家社会科学基金项目(20BSH129);广东省基础与应用基础研究联合基金项目(2019A1515110972)

The Influencing Mechanism for Long-Term Apartment Rental Intention in Guangzhou: A Ground-Based Study Based on the Theory of Planned Behavior

Gao Yang1(), Liuying Liu1, Chunshan Zhou2()   

  1. 1.School of Cultural Tourism and Geography, Guangdong University of Finance and Economics, Guangzhou 510320, China
    2.School of Geography and Planning, Sun Yat-Sen University, Guangzhou 510275, China
  • Received:2020-05-21 Revised:2020-12-13 Online:2021-06-30 Published:2021-06-24
  • Contact: Chunshan Zhou E-mail:yanggao2@163.com;zhoucs@ mail.sysu.edu.cn

摘要:

对21位有过广州长租公寓租赁经历的租客进行深度访谈,运用扎根理论研究方法对访谈资料进行逐级编码,基于计划行为理论分析框架构建了广州长租公寓租赁意向影响机制模型。研究表明:租客在长租公寓租赁过程中,其租赁行为会受到租赁意向的驱动,租赁意向受到租赁态度、主观规范、知觉行为控制的共同影响。租赁态度由住房情感需求、住房品牌偏好、住房功能需求产生的内生态度和租赁住房产生的风险判断、附加利益等外生态度共同构成;主观规范包括指令性规范和示范性规范,他人期待、住房租赁政策认知、社交媒体引导是指令性规范的重要组成部分,示范性规范主要指他人租赁;知觉行为控制则由自我效能和便利条件构成。

关键词: 长租公寓, 租赁意向, 影响机制, 扎根理论, 广州

Abstract:

Long-term rental apartments as a new business form in the real estate market have become more and more popular with consumers and the real estate industry due to an increase in the floating urban population and changes in people's living concepts. It is thus important to provide some guarantees in the implementation of a housing policy for "rent and purchase simultaneously." In this paper, in-depth interviews were conducted with 21 tenants who had experience in long-term apartment rental in Guangzhou. The interview data were encoded level by level using grounded theory. Finally, based on the theory of planned behavior, a model for the influencing mechanism for long-term apartment rental intention in Guangzhou was constructed. The model includes three main categories: rental attitude, subjective norms, and perceptual behavior control with six subcategories. The results show that rental intention for long-term rental apartments in Guangzhou is influenced by rental attitude, subjective norms, and perceptual behavior control. Rental attitude is composed of endogenous attitudes and exogenous attitudes. In addition to the housing demand function, risk judgment, and additional interest, the internal degree of emotional demand and brand preference also affect intention to rent. Subjective norm is composed of directive norms and demonstrative norms, while an individual's cognition of rental policy and social media guidance are important components of directive norms. Perceptual behavior control is composed of self-efficacy and facilitation, while access conditions are an important part of facilitation. The government is an important body to promote the harmonious development of the long-term apartment rental market, and needs to cultivate professional rental institutions, innovate rental modes, and establish a long-term apartment rental price supervision mechanism. The government needs to issue corresponding rules and regulations, such as provide clearer and more convenient procedures, improve the supervision system, and protect the rights and interests of tenants. The government also needs to introduce corresponding preferential policies and determine access conditions. Operators of long-term rental apartments should not only meet the functional needs of tenants, but also pay attention to their additional needs. Furthermore, they should provide a variety of social activities. Based on the needs of different groups, the operators could develop apartments for blue-collar workers, family rental apartments, and so on. Based on the theory of planned behavior, this paper explores the influencing mechanism for long-term rental intention in Guangzhou. The study enriches the research of the theory of planned behavior in the field of rental housing, and provides a reference for the government to strengthen the management of the rental market. At the same time, it is helpful for enterprises to understand the needs and expectations of tenants. The study also provides additional information for enterprise management, product design, and brand promotion.

Key words: long-term rental apartment, rent intention, influencing mechanism, grounded theory, Guangzhou

中图分类号: 

  • F299.23